Idealmedia.io vs Index Exchange

Index Exchange, On Device Partner for Brand Lift Measurement

On Device, a provider of brand lift measurement solutions, has announced a partnership with Index Exchange to make independent brand lift studies available through Index Marketplaces. The collaboration designates On Device as an approved third-party brand lift measurement provider in EMEA and APAC, allowing Index customers to commission studies that measure campaign effectiveness. The integration offers a streamlined buying experience for advertisers and agencies, enhancing access to verified insights on brand outcomes. The partnership underscores growing demand for transparent, independent measurement in the advertising industry.

• On Device partners with Index Exchange to provide brand lift measurement through Index Marketplaces.
• On Device becomes an approved third-party brand lift measurement provider in EMEA and APAC.
• The partnership enables advertisers to commission independent brand lift studies via Index.

Google Launches Ad Detection Tool for Chrome Ad Load Assessment

Google has introduced four experimental metrics within the Chrome User Experience Report (CrUX) to quantify ad overload and its impact on user experience: ad count, ad density, ad weight by network usage, and ad weight by CPU usage. These metrics offer objective data on the number of ads in the viewport, screen coverage, bandwidth, and processing power, aiding advertisers and publishers in better evaluating ad opportunities and making informed product decisions. The metrics are accessible via the CrUX API, CrUX History API, and CrUX Vis, with future availability on CrUX BigQuery. No benchmarks or thresholds are set, and Google seeks community feedback through a Google Group. Independent ad platforms, including DV360 and Google Ads, will receive equal data access with Google's own ad businesses, ensuring no preferential treatment. Announced by Chrome developer advocates Barry Pollard and Alex Cone, the initiative has support from WPP, The Guardian, Mediavine, Index Exchange, and Adelaide. This move coincides with Google's antitrust challenges and the impact of AI Overviews on publisher traffic.

• Google added four experimental metrics to CrUX: ad count, ad density, ad weight by network usage, and ad weight by CPU usage.
• The metrics are experimental and no benchmarks or thresholds are set; Google is collecting community input through a Google Group.
• Independent ad platforms, including DV360 and Google Ads, will have equal data access with Google's own ad businesses.

Quality Creative Meets Quality Supply: How Big Happy and Index Exchange Turned Attention Into Action

See how Big Happy leveraged sell-side decisioning through Index Marketplaces, pairing bespoke 3D creative with high-quality inventory to drive conversions.