Data and technology programmatic specialist Foxcatcher has announced its partnership with global independent ad exchange Index Exchange to fuel its supply path optimisation (SPO) solution to drive media buying efficiencies.
Working with Index Exchange, Foxcatcher's SPO focuses on driving media buying efficiencies through strategic supply initiatives by incorporating multiple supply-side platform (SSP) products like Index Exchange's Exchange Fee Reduction (XFR) alongside initiatives like ads.txt, app-ads.txt, sellers.json, and header bidding.
XFR is an Index Exchange program that reduces the transactional cost of the supply chain for preferred buyers, allowing Foxcatcher's clients to win more of the impressions and audiences they're looking for.
The SPO also includes ingesting and analysing Client Audit Logs from Index Exchange, allowing for further transparencies across the supply path and ensuring more dollars reach the publisher.
Foxcatcher has chosen to work with fewer select partners to extract better insights and consistent data capture from SSPs.
Foxcatcher has taken this strategic approach to add value to its proprietary Worldview, FOX_ID, and FoxTag technologies alongside other industry identifiers.
Foxcatcher has strategically aligned its products with technology from a buying and supply perspective to assist in driving innovation for its clients and their business needs.
The initial launch's goal is to deliver key benefits to clients, including increased measurability, reduced intermediaries, improved quality in inventory, improved campaign performance, consistent data capture and match rates, and product development.
The criteria that guided Foxcatcher in selecting partners for their SPO solution included delivering inventory access and availability, quality and transparency, audience match & identity solutions, and partnership potential.
"We believe incorporating SPO into our proprietary Worldview technology allows us to take efficient media buying to the next level. Worldview is focused on delivering value add through strategically delivered, real-time digital budgets," Foxcatcher managing director David Gaskill says.
"We are excited to partner with Index Exchange, one of the most advanced digital advertising marketplaces, to deliver a solution which offers not only great success for our clients but also ensures Australian publishers receive the highest return on their media. Our SPO partnership with Index Exchange ensures we're maximising every advertiser dollar and delivering yield in support of local Australian publishers as a priority.
"While some agency groups are taking a paid approach to programmatic transparency, we have alternatively made strategic partnerships ensuring that client investment is delivered to local publishers with minimal tech tax along the way."
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