The Index Marketplaces fee structure is designed so Marketplace Partners The owner of an Index Marketplace that curates their media solutions within the Index Marketplace and packages these offerings to bring incremental demand to publishers. For example, a Marketplace partner could be a media agency, a data provider, or retail media network. can earn a share for providing their unique media offering, while also providing publishers with the highest revenue possible on every transaction. Except when specified, your bids in the Index Marketplaces compete net of fees, where fees are removed from the bid price before the auction is conducted, and the net bid The bid price after Index fee or, if applicable, Marketplace fees. price competes against a publisher The owner of a website or app where advertisements are served.'s open market, private market, and Inventory Packages An option that allows buyers to purchase publisher inventory using open auction mechanics, and does not require any negotiation between a buyer and publisher. They offer high quality inventory to buyers at open market rates. demand.
Example: Percentage fee
The following diagram illustrates a revenue share structure where the Marketplace Partner earns a percentage of media spend. In this example, a Marketplace Package deal A private auction that allows publishers to offer specific inventory directly to selected buyers identified by a deal ID. Terms are negotiated and are agreed upon before the auction occurs. ID has returned a gross bid of $10. The $10 gross bid (Marketplace Media Spend) minus a 5% Marketplace Owner Also known as a Marketplace Partner. This term is used in reporting metrics to represent the owner of an Index Marketplace that curates their media solutions within the Index Marketplace and packages these offerings to bring incremental demand to publishers. For example, a media agency, a data provider, or retail media network. Fee and a 15% Index revenue share with the publisher results in a net bid price of $8.08. The Marketplace Package deal ID competes in the Index auction using the net bid price of $8.08. If that Marketplace Package deal ID wins the auction and results in an impression, publishers are paid $8.08, the Partner earns $0.50, and Index earns $1.42.
Example: Fixed-rate CPM fee
The following diagram illustrates a revenue share structure where a Marketplace Partner earns a fixed CPM Cost Per Thousand (CPM). A pricing structure for buying impressions and is the cost of serving an advertisement 1,000 times. Also known as Cost Per Mille (where M represents 1,000 in Roman numerals) or Cents Per Mille. fee regardless of what the media spend is. In this example, a Marketplace Package deal ID has returned a gross bid of $10. The $10 gross bid (Marketplace Media Spend) minus a $1.00 CPM Marketplace Owner Fee and a 15% Index revenue share with the publisher results in a net bid price of $7.65. The Marketplace Package deal ID competes in the Index auction using the net bid price of $7.65. If that Marketplace Package deal ID wins the auction and results in an impression, the publisher is paid $7.65, the Partner earns $1.00, and Index earns $1.35.
Marketplace types
Marketplace Partners can create either Standard or Custom Marketplaces.
| Marketplace type | Description |
|---|---|
| Standard Marketplaces |
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| Custom Marketplaces |
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Marketplace fee transparency models
Partners can choose the level of fee transparency that they disclose for reporting metrics. A Marketplace can operate using a disclosed fee model or undisclosed fee model. The following table lists how metrics are disclosed to buyers in each model.
| Metric | Disclosed model | Undisclosed model |
|---|---|---|
| Media Spend | Always disclosed | Always disclosed |
| Marketplace Media Spend | Always disclosed | Undisclosed |
| Marketplace Total Fee | Always disclosed | Undisclosed |
| Marketplace Owner Fee | Optionally disclosed | Undisclosed |
| Marketplace Publisher Spend | Always disclosed | Undisclosed |
| Ad Spend | Always disclosed | Undisclosed |
| Publisher Payment | Optionally disclosed (publisher's choice) | Undisclosed |
| Marketplace Vendor Fee | Optionally disclosed | Undisclosed |
Marketplace reporting metrics
Publishers, Buyers, DSPs, and Marketplace Partnerscan create reports in the Index UI, the Reporting API, or the CAL API that break down Marketplace spend and revenue shares and allow all parties involved in the transaction to reconcile their earnings. The following table lists all of the available Marketplace metrics:
| Metric | Definition |
|---|---|
|
Media Spend |
The amount a buyer owes to Index for ad inventory purchased through the exchange. |
|
Marketplace Media Spend |
The portion of the Media Spend a buyer transacts through a Marketplace on the exchange. Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace Total Fee |
The total monetary fees taken within the Marketplace. Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace Index Fee |
Index's portion of the Marketplace Total Fee. Note: As of April 24, 2025, the Marketplace Index Fee field has been deprecated. The feature to apply the Index fee at the Marketplace level instead of the publisher level has never been used. We have deprecated this functionality while maintaining the fields in existing reports for backwards compatibility. |
|
Marketplace Owner Fee |
Marketplace Owner's portion of the Marketplace Total Fee. Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace Publisher Spend |
The portion of the Marketplace Media Spend designated for the seller A supply partner that sells their own inventory or on behalf of a publisher. prior to the deduction of any additional fees approved by sellers. Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace Owner Name |
The Marketplace Owner account name. |
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Marketplace Owner ID |
Unique ID of the Marketplace Owner account. |
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Marketplace Owner Fee (%) |
The Marketplace Owner's portion of the Marketplace Total Fee as a percent (as a decimal from 0 to 1) of Marketplace Media Spend. The calculation is: Marketplace Owner Fee / Marketplace Media Spend Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace Index Fee (%) |
Index's portion of the Marketplace Total Fee as a percent (as a decimal from 0 to 1) of Marketplace Media Spend. The calculation is: Marketplace Index Fee / Marketplace Media Spend Note: As of April 24, 2025, the Marketplace Index Fee (%) field has been deprecated. The feature to apply the Index fee at the Marketplace level instead of the publisher level has never been used. We have deprecated this functionality while maintaining the fields in existing reports for backwards compatibility. |
|
Marketplace Total Fee % |
The total monetary fees taken within the Marketplace as a percent (as a decimal from 0 to 1) of Marketplace Media Spend. The calculation is: Marketplace Total Fee / Marketplace Media Spend Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Marketplace CPM |
Marketplace Media Spend per 1000 Marketplace impressions. The calculation is: (1000 x Marketplace Media Spend) / Marketplace Impressions Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
|
Deal Media Spend |
The amount a buyer owes to Index for private market (deal) ad inventory purchased through the exchange. |
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Open Media Spend |
The amount a buyer owes to Index for open market ad inventory purchased through the exchange. |
|
Marketplace Vendor Fee |
The Marketplace Vendor's portion of the Marketplace Total Fee. Note: This metric only exists for impressions transacted through a Marketplace and is only available if the Marketplace Owner has opted to share this data. |
