Index Exchange stops bid caching

Yesterday, Andrew Casale, CEO at Index Exchange, wrote an email to all business partners saying that Index Exchange is pausing the use of bid caching and is shifting the focus to communication and education. The CEO of Index Exchange said Index Exchange is updating the product release practices and commercialization processes.

Jounce Media, in August 2018 conducted a series of bidding tests through a DSP with the goal of identifying the incidence of bid caching. According to Jounce Media, which published the conclusions yesterday, bid caching was unique to Index Exchange and may have accounted for up to 50% of their filled impressions on some websites.

OpenX reacted yesterday that bid caching is not acceptable and Telaria just said that bid caching has a winner – the exchange – and a loser – the buyer.

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Daniel Rijo

Daniel Rijo writes on PPC Land. He works and lives in Frankfurt. Born in Lisbon, Portugal. Works in digital marketing. Subscribe here PPC Land Newsletter.