Index Exchange today launched IX Bridge, an identity solution for publishers to support people-based addressability. Index Exchange says IX Bridge provides a solution for publishers who can’t easily deploy identity solutions, such as the IX Wrapper Library or Identity Library.
IX Bridge is launching first for North American publishers. Index Exchange says IX Bridge is fully compatible with CCPA.
According to Index Exchange, IX Bridge will help ease the transition from third party cookie-based advertising to first party.
Index Exchange says IX Bridge will immediately allow advertisers to spend more on people-based campaigns, such as IX Matched Audiences.
How does it work?
IX Bridge works in bid requests using the standard cookie-sync technology. IX sees events, such as bid requests and user syncs, that contain both an IX cookie identifier and people-based identifier, and records the association between the IX cookie identifier and people-based identifier. When IX sees the original IX cookie identifier in future bid requests, IX enriches them with people-based identifiers and products, such as Matched Audience campaigns.
In January, this year, Pubmatic, Index Exchange’s competitor, launched an Identity Hub integrating over 10 partner IDs.