PrimeAudience, a global custom audience provider, has announced a strategic partnership with Index Exchange, a leading independent supply-side platform (SSP), to enhance media buying through premium, privacy-conscious channels. This collaboration leverages advanced AI and sell-side decisioning to deliver more efficient, transparent, and high-performing advertising solutions.
The partnership introduces a marketplace on Index Exchange, enabling sell-side decisioning closer to the point of impression. This approach optimizes supply and performance before bid requests reach demand-side platforms (DSPs), allowing advertisers to access high-value audiences with greater control. “As a company redefining how advertisers connect with audiences through generative AI, launching a marketplace on Index Exchange is an exciting opportunity that will help ease the transition for advertisers and publishers alike,” said Mateusz Rumiński, VP of Product at PrimeAudience. “In fact, 84% of UK marketers tell us they are likely to adopt AI-driven predictive modelling as user identifiers become less available.”
PrimeAudience’s proprietary generative AI and advanced data analytics enable precise behavioral targeting without relying on traditional user identifiers. Combined with Index Marketplaces, this partnership simplifies audience activation, enhances targeting accuracy, and expands scale while maintaining a privacy-first approach. “We are proud to support partners such as PrimeAudience in delivering high-performing, privacy-conscious campaigns, while expanding the addressability and value of premium supply for buyers,” said Jared Lansky, SVP, Platform Partnerships at Index Exchange.
The collaboration delivers multiple advantages: streamlined activation, improved transparency, and enhanced performance through AI-powered precision. By connecting buyers to audiences earlier in the supply chain, the partnership maximizes inventory value and ensures brand-safe, premium placements. This is particularly critical as privacy regulations evolve and user identifiers diminish, with 84% of UK marketers indicating a shift toward AI-driven predictive modeling.
This partnership reflects a shared commitment to innovation, performance, and privacy. By integrating PrimeAudience’s AI capabilities with Index Exchange’s robust SSP, advertisers and publishers gain access to a more efficient, transparent, and scalable programmatic ecosystem. The result is a privacy-conscious approach that drives superior outcomes for all stakeholders.
The collaboration between PrimeAudience and Index Exchange sets a new benchmark for privacy-first advertising, empowering brands to connect with audiences effectively while navigating the evolving digital landscape.
PrimeAudience is a global custom audience provider, transforming how businesses engage with new customers. By leveraging proprietary generative AI technology and advanced data analytics, PrimeAudience enables marketers to access high-quality audiences at scale, driving enhanced user engagement and superior performance. With a focus on innovation, PrimeAudience allows you to achieve your goals whether you're looking for audiences with or without user identifiers.
Index Exchange is a global advertising supply-side platform enabling media owners to maximize the value of their content on any screen. We’re a proud industry pioneer with over 20 years of experience connecting leading experience makers with the world’s largest brands to ensure a quality experience for consumers. To learn more, visit: www.indexexchange.com or indexexchange.
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