Code of Conduct

The following Code of Conduct sets guidelines for the Index Exchange (IX) header bidding Wrapper operation and requirements for Adapters that run within the IX Wrapper.


Term Definition


A software framework that facilitates the operation of Adapters on behalf of a Publisher.

The software necessary to enable specific ad technology functionality within a Wrapper.


A company which produces or owns representational rights to accessible online content.

Auction Dynamics

  • The Wrapper must give all demand partners equal opportunity to bid by randomizing the order in which they are called, unless requested otherwise by a publisher.
  • Eligibility of bids is determined exclusively by the publisher.
  • The Wrapper must not favor any demand partner in any way, including any demand that is provided by a bidder that is also hosting the Wrapper.
  • The Wrapper must provide publishers and demand partners a way to validate the fairness of the Wrapper. For instance, by publishing updated source code of the Wrapper itself on a quarterly basis.
  • The Wrapper must not modify bids from demand partners except to adjust the bids for currency conversion or to floor the bids to price levels set by the applicable publisher.
  • The Wrapper must always attempt to send bid requests to all demand partners, for all the slots they were configured for, by the publishers.
  • The Wrapper may send all bids or the highest bid as determined by the applicable publisher to the publisher’s software or the publisher’s ad server.
  • The Wrapper must reject any bid responses received after the conclusion of the timeout period should a timeout period be set by the applicable publisher.
  • The Wrapper must send bids to the publisher’s software or ad server as determined by the logic selected by the applicable publisher.

Data & Transparency

  • The Wrapper must segregate demand data so there is no opportunity for demand partners to have access to other bids in real time.
  • The Wrapper must make all available bid request information accessible to each Adapter.
  • The Wrapper must not collect and store publisher or Adapter information except in the process of passing information to Adapters, validating wrapper mechanics, providing aggregated reporting to publishers, troubleshooting and diagnosing implementations, or complying with applicable laws.
  • The Wrapper must not record, use, or sell publisher or Adapter data without permission from the publisher and the Adapter. Data may be recorded for the purposes from diagnostics which will only be shared with the applicable publisher or adapter and not sold.
  • The Wrapper must be able to provide data relating to each auction: specifically who was called, who responded on time, and who responded late.
  • If the Wrapper charges fees in the future, the fee structure should be disclosed to all parties involved in the setup.

User Experience

  • The Wrapper and its Adapters must try to best minimize impact on user web browsing experience.
  • The Wrapper must not allow any bidding Adapters to have blocking or synchronous software in the process of eliciting a bid.
  • Publishers must set timeout durations as well as auction closing algorithms, and both shall be consistently applied across all Adapters within a given Wrapper.
  • The Wrapper and its Adapters must design their code such that any unforeseen issues will not cause breakdowns in operation of the Publisher’s pages. Code must fail gracefully.

For Participating Adapter Partners

  • Submitting bids in gross may violate applicable agreement terms and lead to termination of such agreement.
  • An integration agreement will be necessary going forward to participate in the Wrapper ecosystem.
  • Violation of the code of conduct or integration agreement, may lead to termination of the partnership.

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