Index Exchange tracks impressions traded across US exchanges. It looks at more than 100 billion impressions monthly across 50,000 advertiser brands, and uses indices to evaluate impressions won, the quantity of bids generated, price points, campaign stats, ad formats and ad sizes. Global and national brands represented 70% of the total market in Q3 2014 – rising 2% from the second quarter.
Gardner predicted that media sellers will be pleasantly surprised by the adoption of "programmatic direct" technologies.
“I think we’re going to see more spend allocated on a deal ID, or private basis,” he said. “Which is music to the ears of premium publishers everywhere. I think the true promise of programmatic was to bring buyer and seller close together, and ideally it creates a more transparent environment overall with fewer intermediaries, which isn’t a bad thing.”
But deal ID has been slow to catch on.
“I won’t pretend to suggest that deal ID has been an easy process, there have been a lot of hurdles,” Gardner acknowledged. “My hope is that people haven’t been off-put by that. I think we’ll eventually have evergreen deal IDs available for major buyers to streamline the process."