Index Exchange is to press pause on a controversial real-time bidding (RTB) tactic known as “bid caching” after an impassioned debate kicked off last week.
The ad exchange has contacted partners claiming it is now “pausing [its] use of bid caching and concentrating on communication and education.” This follows a near week-long debate over the use of such a tactic, which has reignited the issue of transparency in ad auctions.
The debate was sparked last week after rival ad exchanges began contacting buy-side ad tech companies, widely known as demand-side platforms (DSP), informing them of Index Exchange’s use of the (now) much-debated bid caching.
The tactic involves holding onto the details of a DSP’s unsuccessful bid request for an individual ad impression auctioned-off using RTB.
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