When Index Exchange (Index) sends bid requests to DSPs, we pass machine learning-based pricing signals to help DSPs submit more winning bids. To determine these signals, we use a feature called Market Floor A pricing control used by publishers and exchanges to set a minimum sale price on inventory..
Market Floor analyzes historical data to determine optimal bid prices, then passes them to DSPs to make sure they submit bids that are able to compete. If the Market Floor is higher than a publisher The owner of a website or app where advertisements are served.’s Index UI The Index UI at app.indexexchange.com that allows you to manage integration settings, such as inventory, campaign, and deal settings. floor settings or the floor that the publisher sends us in their bid request An OpenRTB request that is sent from a supply-side platform (SSP) or ad exchange to the DSP requesting a bid response for potential impressions. A bid request contains information about the impression that allows the DSP to decide whether to bid on the impression., we send the Market Floor value to DSPs so they can bid more strategically. For more information about floors, see How floors work in the Index auction.
For publishers, Market Floor provides several key advantages:
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Market Floor works alongside other floors that publishers have set. Since the highest value is always chosen, we never submit a bid below a publisher’s set floors.
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Market Floor improves Index's ability to send DSPs a competitive bid that has a higher chance of winning a final auction.
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Market Floor predicts the floors that publishers have set downstream or in an ad server A platform that manages, stores, and delivers advertisements to a publisher's site., so we are able to pre-empt bids that would have had no chance of winning. This makes supply more efficient to DSPs.
