Index Exchange vs Adform SSP

Index Exchange7.7Visit Adform SSP6.6Visit

Higher score Index Exchange #3 in Supply Side Platforms 7.7/10 Pricing on request ✓ 2 of 2 features Visit Index Exchange

vs

Adform SSP #8 in Supply Side Platforms 6.6/10 Pricing on request ✓ 2 of 2 features Visit Adform

• Index Exchange fits best

  Publishers prioritizing exchange and deal reporting

• Adform SSP fits best

  Mid-market and enterprise publishers using header bidding

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Side by side

Feature	Index Exchange 7.7/10 Visit ↗	Adform SSP 6.6/10 Visit ↗
At a glance
Editor score	7.7	6.6
Ranking	#3 in Supply Side Platforms	#8 in Supply Side Platforms
Best for	Publishers prioritizing exchange and deal reporting	Mid-market and enterprise publishers using header bidding
Pricing model	Paid	Paid
Starting price	Not published	Not published
Free plan	Not published	Not published
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Tickets	Docs
Compliance	GDPR	GDPR
Integrations	7 integrations	4 integrations
Built for	Mid-market, Enterprise	Mid-market, Enterprise
Features Index Exchange 2/2 · Adform SSP 2/2
Header bidding support	✓	✓
Private marketplace deals	✓	✓
Specs
Inventory channels	web, mobile apps, streaming TV (STV) apps	video, in-app, desktop, native, mobile, rich media
Auction types	first-price, fixed-price; private auctions/deals	real-time bidding; first-price; second-price; fixed-CPM deals
Ad formats	banner, video (instream, outstream, rewarded where supported), native	video, rich media
Reporting detail	Advanced	Advanced
Our review
Pros	Supports direct integrations, Prebid.js and Prebid Server connections. Offers direct, programmatic-guaranteed and marketplace deals. Provides customizable reports, a Reporting API and audit logs.	Combines connected DSP bids in real-time auctions with first- and second-price options Supports video, in-app, desktop, native, mobile and rich media inventory Offers buyer eligibility, pricing, creative controls and transaction-level API exports
Cons	Pricing is sales-led rather than self-serve. Inventory quality review is required before publisher onboarding. Available formats depend on integration, and support is ticket-based.	Pricing is provided through a sales agreement or Insertion Order The listed support channel is documentation Its listed platforms are web and API
Our verdict	Index Exchange connects publishers and other media owners with buyers through programmatic auctions and negotiated deals. It is aimed at mid-market and enterprise publishers that want to sell web, mobile app or streaming TV inventory… Read the review →	Adform SSP helps publishers sell digital advertising inventory to buyers through real-time auctions. It collects bids from external demand-side platforms into a combined auction, while publishers can set buyer eligibility rules. Its… Read the review →

Strengths and trade-offs

• Index Exchange — where it wins

  • Supports direct integrations, Prebid.js and Prebid Server connections.
  • Offers direct, programmatic-guaranteed and marketplace deals.
  • Provides customizable reports, a Reporting API and audit logs.

  Where it doesn't

  • Pricing is sales-led rather than self-serve.
  • Inventory quality review is required before publisher onboarding.
  • Available formats depend on integration, and support is ticket-based.

• Adform SSP — where it wins

  • Combines connected DSP bids in real-time auctions with first- and second-price options
  • Supports video, in-app, desktop, native, mobile and rich media inventory
  • Offers buyer eligibility, pricing, creative controls and transaction-level API exports

  Where it doesn't

  • Pricing is provided through a sales agreement or Insertion Order
  • The listed support channel is documentation
  • Its listed platforms are web and API

• Index Exchange7.7/10 · Pricing on request

  An established exchange with direct integrations, multiple deal types and detailed reporting.

  Visit Index ExchangeFull verdict →
• Adform SSP6.6/10 · Pricing on request

  An SSP for publishers combining header bidding, auction controls and transaction-level reporting.

  Visit AdformFull verdict →