Policy and regulations

Index Exchange (IX) is committed to providing a clean and transparent exchange founded on the values of neutrality, openness, and trust. As part of this commitment, IX has multiple policy and regulatory mechanisms in place that make us a trusted partner and industry leader. These mechanisms include a dedicated team of experts that review advertisements before and after activation on the exchange, a core regulatory and legal team that monitors legal governance and sets policies that assure confidence in our review practices, and certification from industry trade bodies that affirm our robust compliance practices. You can learn more about compliance at IX in the following areas:

Privacy regulation and data protection laws

IX adheres to the requirements of global privacy regulations. For a list of privacy regulations that are specific to certain regions and that IX supports, refer to the table below.

REGULATION ADDITIONAL INFORMATION

GDPR, (European Union)

The General Data Protection Regulation (GDPR). For more information about how IX supports the GDPR, see GDPR (TCF 2.0).

CCPA, (California)

The California Consumer Privacy Act (CCPA). For more information about how IX supports CCPA, see CCPA.

COPPA, (United States)

The Children’s Online Privacy Protection Act (COPPA). For more information about how IX supports COPPA, see List of supported OpenRTB bid request fields.

LGPD, (Brazil)

The Brazilian General Data Protection Act (in Portuguese, Lei Geral de Proteção de Dados, or, LGPD), or, LGPD). For more information about how IX supports LGPD, see LGPD.

Certifications

For a list of certifications that IX has achieved, refer to the table below.

CERTIFICATION STANDARD ACHIEVED ADDITIONAL INFORMATION

IAB Gold logo

IAB Gold 2.0

IX is certified by the IAB’s Gold Standard 2.0.

For more information, see the IAB's IAB Gold 2.0 documentation.

TAG brand safety logo

TAG

- Certified Against Fraud Seal

The Certified Against Fraud Seal verification demonstrates IX’s commitment to combatting invalid traffic in the digital advertising supply chain.

IX’s standards and processes have been independently verified by TAG and IX has achieved platinum status for this Seal.

For more information, see the TAG Certification Programs documentation.

TAG brand safety logo

TAG

- Certified Against Malware Seal

The Certified Against Malware Seal verification demonstrates IX’s commitment to practicing vigilance against malware and to strengthening our anti-malware practices.

IX’s anti-malware initiatives have been independently verified by TAG and IX has achieved platinum status for this Seal.

For more information, see the TAG Certification Programs documentation.

TAG brand safety logo

TAG

- Certified Against Piracy Seal

The Certified Against Piracy Seal demonstrates IX’s commitment to reducing content piracy in the digital advertising industry.

IX’s anti-priacy standards and processes have been independently verified by TAG and IX has achieved platinum status for this Seal.

For more information, see the TAG Certification Programs documentation.

TAG brand safety logo

TAG

- Brand Safety Certified Seal

The Brand Safety Certified Seal demonstrates IX’s commitment to reducing the risk of the misplacement of advertising on digital media of all types.

IX’s brand safety standards and process have been independently verified by TAG and IX has achieved platinum status.

For more information, see the TAG Certification Programs documentation.

 

Supply quality and partnerships

Supply partner review

IX is committed to maintaining a high quality and low-fraud exchange by choosing to work with select, premium supply partners. We require that all supply partners meet certain standards before they may be activated on the exchange, and have a specialized team in place to review supply partner inventory for compliance with these standards.

For more information on our supply partner standards, please see Supply quality guidelines.

Supply fraud prevention

IX has implemented the following processes, standards, and partnerships to help ensure that we maintain a clean and high quality exchange:

  • Ads.txt: all publishers must implement ads.txt or app-ads.txt to declare the authorized sellers of their inventory. This helps to improve transparency in the digital advertising ecosystem and ensure that all programmatic digital media transactions are valid.
  • White Ops: IX is partnered with White Ops, the global leader in bot mitigation and fraud protection. IX leverages White Ops' Advertising Integrity solution to protect the exchange and includes the following:
    • MediaGuard: a fraud prevention solution for pre-bid advertising that filters out ad requests originating from bots or fraudulent traffic in real-time.
    • FraudSensor: a post-bid detection system that collects user session information at the impression level to inform if the traffic originated from a bot.

Demand quality and partnerships

Demand review

IX is a leader in providing a transparent ecosystem for both advertisers and publishers. IX has a specialized team of quality control experts in place that reviews advertisements against our demand standards before it may be permitted to transact on the exchange. Advertisements that do not meet our standards will be rejected and will not be available on the exchange.

For more information about IX's demand standards, see Demand quality guidelines.

Compliance with industry standards

IX is committed to a digital advertising ecosystem that is high-quality, fair, efficient, and transparent. As part of these commitments, IX is dedicated to meeting the following standards below set by leading industry bodies:

  • Coalition for Better Ads (CBA): all advertisements adhere to the Coalition for Better Ads (CBA) standards for functional performance and ad unit size.
  • OpenRTB: IX adheres to OpenRTB communication standards during auctions. For more information about how IX supports OpenRTB, see Integrate with IX as a DSP using OpenRTB or Integrate with IX as a publisher using OpenRTB.
  • Interactive Advertising Bureau (IAB): IX adheres to IAB's advertising standards and best practices, including ad sizes, functionality, and quality standards.
  • IAB Tech Lab: IX contributes to the IAB tech lab with innovative thought leadership and solutions to industry problems.

Demand fraud prevention

IX has a partnership with clean.io, a third-party technology provider that helps IX block fraud and malware on inventory from IX supply partners in real-time. This partnership is consistent with our commitment to providing a clean exchange for all of our supply and demand partners.