Index Exchange, a global advertising marketplace, is our newest Partner Spotlight!
We spoke with Index Exchange’s Paul Zovighian, VP Corporate Development, to learn more about their experience in working with 33Across
What is supply-side curation and how is it reshaping the future of programmatic advertising?
While curation itself is not a new concept, supply-side activation is what’s truly transforming the programmatic landscape. By leveraging SSPs’ (supply-side platform) existing infrastructure, companies are now empowered to create value directly on the sell-side, tapping into more scale and opening new options for delivering performance. This shift toward a supply-centric approach can reduce operational friction, which in turn speeds up innovation, and enables marketers and media owners to collaborate more effectively to unlock new growth opportunities.
What are some of the industry factors driving this shift?
Several key factors, including industry concerns around addressability and the need for more granular targeting capabilities, are driving the shift toward supply-side activation. As we move past relying on third-party cookies, companies are hedging against these risks by investing in other tactics, such as first-party publisher data. At the same time, marketers are demanding greater transparency and control over the buying process, pushing for higher standards in campaign efficacy and a closer examination of MFA (Made-for-Advertising) practices. This evolution opens new opportunities to harness more trustworthy inventory while navigating the complexities of data privacy and ad personalization.
How do you think the partnership between 33Across’ Glossary and Index Exchange will impact your platform’s ability to deliver targeted advertising in cookieless environments?
The partnership between 33Across and Index Exchange enables media buyers to deliver targeted advertising in cookieless environments by utilizing first-party data and alternative signals. With curated deals available on the Index Marketplace, buyers can access 33Across’ Glossary solution to activate sell-side audiences, and engage targeted users in brand-safe environments, at a scale unbounded by whether or not cookies are present.
How do you think the lower data costs associated with sell-side targeting will impact campaign efficiency?
Economics plays a big part in determining campaign efficiency; marketers don’t just need to reach the right audiences – they need to demonstrate ROAS (return on ad spend) within a constrained budget. What’s unique about Index Marketplaces is that we don’t take added platform fees so more investment goes directly toward working media, resulting in better campaign performance for marketers and a higher share of ad spend flowing to media owners. This creates a more efficient ecosystem that benefits both sides of the transaction.
How can supply-side curation help marketers and publishers navigate the complexities of a fragmented media landscape?
By applying solutions on the supply-side, the benefits can be extended to a marketer’s DSP of choice – making the fragmented platform landscape, which all have varying capabilities, resources, and priorities, less of a barrier to overcome. For publishers, it offers a streamlined way to make their first-party data available for merchandising, and ultimately gain access to incremental budgets from advanced campaign activations that otherwise could not have run.
What’s a general misconception about supply-side curation?
A common misconception is that it’s simply an opportunity for more control and transparency. While it does deliver those benefits, it also opens doors for companies that may not have the resources to handle complex integrations. By building on established infrastructure, curation simplifies operations and reduces burdens, allowing businesses of all sizes to access advanced capabilities and create new growth opportunities. It’s not just for curation platforms—it’s a scalable solution for many use cases. Another misconception is that it’s a replacement for DSP-side activation – on Index Marketplaces, the DSP is a required participant in the transaction. The capabilities between systems can be used additively to create value for the industry.
Thank you, Paul, for taking the time to chat with us. If you’re an Index partner and ready to tap into unaddressable inventory, reach out to learn how to get started.