The gist: AppNexus and Index Exchange have launched server-side header bidding with mutual support.
More information: “Publishers contemplating a switch to server-side header bidding now have two more options,” wrote AdExchanger. “They can use AppNexus’ Prebid server-side wrapper, which will tap into Index Exchange’s demand. Or they can put Index Exchange’s wrapper on their page, which will make a server-side call out to AppNexus.”
“In order to make the auction fair to everyone, AppNexus and Index Exchange will offer log-level data to each other as well as to the other partners participating in server-side header bidding. With that data, both publishers and exchange partners can see the bids. AppNexus and Index Exchange will be able to identify each other as bidders, but other partners would be anonymized for privacy reasons,” the article explained.