Create a Marketplace Package

Marketplace Partners
Last Updated: May 28, 2026•

Create Marketplace Packages to bundle inventory from multiple publishers, add targeting, and price them according to the value they bring to the buyer using a single dealClosed A private auction that allows media owners 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. If you want to create a Marketplace Package by copying another one, you can clone a Marketplace Package instead.

  1. Enter your email address and password to log in to the Index UI at app.indexexchange.com.

  2. If you have more than one account, select the account that you want to access.

  3. Click Deals.
  4. Click Create Deal.

  5. In the Name field, enter a unique name for this package.

  6. In the Deal ID field, enter a unique deal identifier for the package by selecting one of the following options:
    • Enter a new deal ID into this field manually. Deal IDs can only contain letters, numbers, and dashes. The deal ID cannot start with a zero or contain spaces.
    • Click GENERATE if you want our system to generate a deal ID for you automatically.

  7. In the DSPClosed Demand-Side Platform (DSP). A software platform that automates bidding decisions in real-time and efficiently connects buyers and audiences through an ad exchange or SSP. Also known as a buy-side platform. drop-down list, select the corresponding DSP for this package.

  8. Optionally, in the Buyer seat IDs field, select a Buyer Seat ID, if a buyer has provided you with one. It must correspond with the DSP selected in the DSP field. Index recommends to always select a Buyer Seat ID if available. If you work with any of the following DSPs, a Buyer Seat ID is required:

    • Display & Video 360

    • Quantcast

    • The Trade Desk

    • Amazon

    • Xandr Invest

  9. In the Start date and End date fields, specify the duration of the package in UTC.
  10. Optionally, in the Reporting Labels section, enter values for the labels that you want to be able to report on. You can add one value for each of the following labels:
    • Agency: Use this label to associate the deal with an agency.
    • Advertiser: Use this label to associate the deal with an advertiser.
    • Salesperson: Use this label to associate the deal with a salesperson.
    • External reference ID: Use this label to associate the deal with an external record system.
    • Custom: Use this label to associate the deal with any other values that you want to report on that don't fit the categories listed above.

    Notes:

    • To keep the values that you enter for each label consistent for reporting, it is best practice that you plan the taxonomy that you want to use before you start adding the values. For example, the values "Advertiser Corp.", "Advertiser Corporation", and "advertiser corporation" would all be considered different values in reporting.
    • Comma-separated values are allowed and are considered a single value in reporting.
  11. In the Pricing section, in the Auction typeClosed The RTB auction type and can be either a first price auction (an auction where the highest bid wins, and the winner pays the highest bid amount in full) or a fixed price auction (an auction that has priority over all other auction bid types and the bid must meet or exceed the pre-determined fixed price). drop-down list, choose the type of auction that the package will participate in:
    OptionDescription

    First

    The highest bid wins and the winning bidder owes the winning bid price.

    Fixed

    The winning bidder only owes the negotiated fixed priceClosed For specific deals, a fixed price can be negotiated between a publisher and a buyer. If the advertisers bid at this fixed price or above, their bid responses are eligible to compete in the auction, and, if they win the auction, they only pay the fixed price regardless of what their bid amount was. amount defined in the Price field. If the winning bid is higher than the fixed price, the bid is reduced to the fixed price.

  12. If you selected First as the auction type, in the FloorClosed A pricing control used by media owners and exchanges to set a minimum sale price on inventory. price field, specify the minimum gross CPMClosed 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. rate in USD that DSPs must bid for impressions. The highest bid wins and the winning bidder owes the winning bid price.

  13. If you selected Fixed as the auction type, in the Price field, enter the winning bid price. This is the minimum gross CPM rate in USD that DSPs must bid for impressions, but if the winning bid is higher than the fixed price, the bid is reduced to the fixed price.

    Note: The floor price must be higher than a PublisherClosed The owner of a website or app where advertisements are served.'s floor setting for the deal ID to transact. When setting your floor price, make sure you include any Marketplace fees and segment fees. For more information on how to calculate floor prices, see How floors work in Index Marketplaces.

  14. In the Pricing section, under Partner name fee, select the type of fee that you'll earn from impressions:
    OptionDescription

    Use default Marketplace fee

    Select this option if you want to earn your default fee percentage or fixed-rate CPM fee for impressions. For reference, your default fee is shown next to this option.

    Use custom fee

    Select this option if you want to earn a custom fee percentage or fixed-rate CPM fee that is specific to this deal ID. Choose one of the following options:

    • Select % to earn a percentage of the media spend for impressions and enter the percentage value.

    • Select CPM to earn a fixed rate for impressions and enter the rate in USD.

      Note: If using a fixed price auction, the CPM value must be lower than the fixed price for the deal ID to transact.

    If you choose this option, you can't change it to your default margin later.

  15. In the Targeting section, you must include at least one of the targeting dimensions. For tips on how to optimize a Marketplace Package, see Targeting tips to improve Marketplace Package performance.

    Note: If you select a targeting dimension with include and exclude values, make sure that at least one value is added to the inclusion list.

    To target publisher inventory or deals with publishers, in the Targeting section, expand Publishers or Deals with Publishers and configure one of the following options:

    OptionDescription

    Target publishers

    You can target publishers or deals, not both.

     

    To target all inventory for specific publishers:

    1. Click Target publishers.

    2. In the Publishers list, select the publishers to target.

      To add multiple publishers at once, click BULK SELECT and enter the publisher IDs, separated by commas or spaces, or copy and paste from a spreadsheet.

    Note: To target all eligible publishers, leave this field blank. This makes sure that new publishers that onboard with Index are automatically included.

    Target deals with publishers

    You can target publishers or deals, not both.

    If you've negotiated a deal with a publisher, target that deal, instead of all of the publisher's inventory. For more information about this option, see Targeting a deal in a Marketplace Package (Beta).

    1. Click Target deals with publishers.

    2. In the Deals with publishers list, select the deals to target.

    Note: If you target a deal, the targeting conditions set in the publisher's deal and the targeting conditions set in the Marketplace Package must be met for the deal to activate. The publisher's floor setting is also considered. To see the publisher's deal settings, click the icon beside the deal name. For details on these settings and how floor settings work, see Viewing a Media Owner's deal settings for a targeted deal.

  16. To target a list of domains and app bundles, in the Targeting section, expand Domains and App Bundles and configure the following options:

    OptionDescription

    Target domains and app bundles

    You can add up to 10,000 domains or app bundles to include or exclude. For more information about how to structure domain targeting, see How domain targeting works.

    1. In the Include section, click ADD TARGETING.

    2. Enter the domains and app bundles you want to include. You can enter them separated by commas or spaces, or copy and paste from a spreadsheet. Duplicates will be removed. If a domain or app bundle you're adding is already in the exclusion list, it will be moved to the inclusion list.

    3. Click APPLY.

    Exclude domains and app bundles

    You can add up to 10,000 domains or app bundles to include or exclude. For more information about how to structure domain targeting, see How domain targeting works.

    1. In the Exclude section, click ADD TARGETING.

    2. Enter the domains and app bundles you want to exclude. You can enter them separated by commas or spaces, or copy and paste from a spreadsheet. Duplicates will be removed. If a domain or app bundle you're adding is already in the inclusion list, it will be moved to the exclusion list.

    3. Click APPLY.

    Note: If there are any domains or app bundles in the included list, all entries in the excluded list are ignored because targeting will be restricted to the values in the inclusion list.

  17. To target segments, in the Targeting section, expand Segments and configure the following options:

    Note: There may be limitations to using certain segments. For details, see Data usage conditions.

    OptionDescription

    Include segments

    When including segments, you can add up to four segment rule sets. For more information about how to set up segment targeting, see How segment targeting works.

    1. In the Include section, click ADD TARGETING.

    2. To show or hide columns in the segments table, click COLUMNS and select or deselect the columns.

    3. Search for segments in the search bar. Use FILTERS to narrow results. For more information, see Tips on finding segments to target in a Marketplace Package.

    4. Click the Segment description icon to view a segment's description or review its attributes in the table.

    5. Select the segments to include.

    6. Click APPLY.

    7. To include another set of segments, click + AND and repeat steps 3-6.

    Exclude segments

    When excluding segments, you can add one segment rule set. For more information about how to set up segment targeting, see How segment targeting works.

    1. In the Exclude section, click ADD TARGETING.

    2. To show or hide columns in the segments table, click COLUMNS and select or deselect the columns.

    3. Search for the segments to exclude in the search bar. Use FILTERS to narrow results. For more information, see Tips on finding segments to target in a Marketplace Package.

    4. Select the segments to exclude.

    5. Click APPLY.

    Note: To export a CSV of all available segments and review the catalog offline, click DOWNLOAD. If you filter the segments, the CSV will only include those segments.

  18. To target specific device types, inventory channels, formats and sizes, interstitialClosed A ad that covers the entire screen of the device/host app. ads, and rewardedClosed An opt-in video ad experience, typically in mobile apps, in exchange for which the user receives some type of in-app or in-game currency. ads, in the Targeting section, expand General and configure the following options:

    OptionDescription

    Device types

    Select the device types that you want to target:

    Inventory channels

    Select the inventory environments that you want to target:

    • In-App: An ad that displays in an app.

    • Web: An ad that displays in a browser environment.

    Formats and sizes

    Select the formats and sizes that you want to target:

    Note: It is recommended that you select a format to target. If you have a deal that targets multiple formats, consider creating separate deals for each format to increase deal performance.

    Rewarded

    Select the rewarded settings that you want to target:

    • Rewarded: A type of ad that the user receives a reward for viewing, such as if the user must watch a video ad before reading a news article.

    • Not Rewarded: A type of ad that isn't associated with a subsequent reward.

    Interstitial

    Select the interstitial settings that you want to target:

    • Interstitial: A full-screen ad that covers the entire interface of the host app.

    • Not Interstitial: An ad that doesn't cover the entire interface of the host app or site, such as a banner or popup ad.

  19. To target specific operating system and browsers, in the Targeting section, expand Environment and configure the following options:

    OptionDescription

    Operating systems

    Select the operating systems that you want to target in this deal.

    BrowsersSelect the browsers that you want to target in this deal.

  20. To target specific geography, in the Targeting section, expand Geography and configure the following options:
    OptionDescription

    Countries

    In the Countries list, select the countries that you want to target. While this setting is optional, it is recommended that you target the countries with the IP traffic that the buyer intends to buy from.

    Zip and postal codes

    You can select up to 5,000 zip and postal codes to include and exclude. If you're using zip and postal code targeting, it's recommended that you also target the countries that correspond to those codes to make sure that you're selecting the correct regions. For more information about restrictions with zip and postal code targeting, see Targeting geography in Marketplace Packages.

    1. In the Include section under Zip and postal codes, click ADD TARGETING.

    2. Enter the zip or postal codes to target. You can provide either the full code or the prefix (at least the first two characters). Any lowercase letters are converted to uppercase and spaces are removed.

      Note: If your campaignClosed A collection of multiple ads in different formats. targets the UK, make sure you enter the first four characters of the postal code. Because postal codes in the UK have variable-length prefixes, entering only two or three characters can match unintended postal codes; for example, SE1 will match SE1, SE10, SE11, and SE19.

      If a zip or postal code you’re adding is already in the exclusion list, it will be moved to the inclusion list.

    3. Click APPLY.

    4. In the Exclude section under Zip and postal codes, click ADD TARGETING.

    5. Enter the zip or postal codes to exclude. You can provide either the full code or the prefix (at least the first two characters, or the first four characters if your campaign targets the UK). Any lowercase letters are converted to uppercase and spaces are removed.

      If a zip or postal code you’re adding is already in the inclusion list, it will be moved to the exclusion list.

    6. Click APPLY.

    Note: If there are any zip and postal codes in the included list, all entries in the excluded list are ignored because targeting will be restricted to the values in the inclusion list.

  21. To target specific performance metrics, in the Targeting section, expand Performance Metrics and configure the following options:

    OptionDescription

    ViewabilityClosed A measure of how often an impression is actually seen by a user. For example, an ad that is served at the bottom of a page that requires a user to scroll to see it will likely have a lower viewability score than an ad that loads at the top of a page.

    Select the minimum viewability probability percentage that you want to target in the deal. Optionally, select the Include unknown viewability checkbox to also target inventory that hasn't been measured enough to have a viewability score yet. If the deal is for video inventory, it is recommended that you select the Include unknown viewability checkbox. For more information about what viewability is and how we measure it, see What is viewability?

    Video completion rateClosed The percentage of video advertisements that play to completion. Also known as view through rate and video completion rate. (VCR)

    Select the minimum VCR percentage that you want to target in the deal. For more information about what VCR is and how we predict it, see Targeting video completion rate (VCR) in Marketplace Packages (Beta).

    Click-through rate (CTR)Closed CTR measures the percentage of times an ad was clicked.

    Select the minimum CTR percentage that you want to target in the deal. For more information about what CTR is and how we predict it, see Targeting click-through rate (CTR) in Marketplace Packages (Beta).

  22. To target specific video placements, skippability, playback methods, or ad duration, in the Targeting section, expand Video and configure the following options:

    OptionDescription

    Video placements

    Select the placement types that you want to target for video ads:

    Skippable

    Select the skippability type that you want to target for video ads:

    • Non-Skippable: A video ad that must be watched in its entirety and cannot be skipped by the viewer.

    • Skippable: A video ad that can be skipped by the viewer after a certain amount of time.

    • Undefined: A video ad that has not been defined as either skippable of non-skippable. If you include this option, the video ad can be either of these types, but would not be included in the targeting if you only choose non-skippable or skippable.

    Playback methods

    Select the playback methods that you want to target for video ads:

    • Initiates on click with sound on: The video starts playing with the sound on after the user clicks the play button.

    • Initiates on entering viewport with sound off by default: The video starts playing with the sound off once it becomes visible to the user on the page.

    • Initiates on entering viewport with sound on: The video starts playing with the sound on once it becomes visible to the user on the page.

    • Initiates on mouse-over with sound on: The video starts playing with the sound on after the user mouses over it.

    • Initiates on page load with sound off by default: The video starts playing with the sound off as soon as the page loads.

    • Initiates on page load with sound on: The video starts playing with the sound on as soon as the page loads.

    • Undefined: A playback method has not been specified for the video.

    Aspect ratios

    Select the aspect ratios to target. Fuzzy matching is used in aspect ratio targeting to minimize rounding errors. Video sizes that are close to the selected aspect ratio will still be included.

    Player width

    Select the minimum video player width to target.

    Player height

    Select the minimum video player height to target.

    Ad duration

    Select the ad slotClosed The location on a publisher's website where an advertisement is served. Also known as inventory. duration allowance for the video ad. Video ads that are at least this length will be targeted in the package.

  23. To target content genres, ratings, networks and channels, livestream, or specific content languages,in the Targeting section, expand Content and configure the following options:
    OptionDescription

    Content genres

    You can either include or exclude specific content genres for STVClosed Streaming TV (STV). Video content that is shown across any device with an internet connection, for example a Connected TV (CTV). video content targeting. In the Include list, select the genres to target, or in the Exclude list, select the genres to exclude from targeting.

    Note: If there are any genres in the included list, all entries in the excluded list are ignored because targeting will be restricted to the values in the inclusion list.

    Content ratings

    You can either include or exclude specific content ratings for STV video content targeting.

    1. In the drop-down menu, select either Include or Exclude depending on the type of targeting you need.

    2. Select the content ratings.

    Networks and channels

    Select the networks and channels for STV video content that you want to target.

    Content livestream

    Select from the following streaming options:

    • Not live: Content that was pre-recorded and not streaming live.

    • Live content: Content that is real-time and streaming live.

    Content languages

    Select the language of the video content that you want to target.

  24. To target custom key values in the deal, in the Targeting section, expand Custom Key Values and configure the following option:

    Note: You must register the custom key values with Index before you can target them in the Index UIClosed The Index UI at app.indexexchange.com that allows you to manage integration settings, such as inventory, campaign, and deal settings.. To register custom key values, contact your Index Representative.

    OptionDescription

    Custom key values

    Select the custom key values that you want to target:

    1. Click Add Key.

    2. In the Key drop-down list, select a key.

    3. In the Rule drop-down list, select the targeting logic you want to use:

      • is any of: Includes the specified key in targeting

      • is none of: Excludes the specified key from targeting

    4. In the Values list, select one or more values that correspond to the specified key.
    5. To add multiple keys, click + AND and repeat steps 2, 3, and 4.

  25. Click CREATE.