Index Exchange vs OpenX

Index Exchange9.0Visit OpenX8.9Visit

Higher score Index Exchange #3 in Supply Side Platforms 9.0/10 Pricing on request ✓ 2 of 2 features Visit Index Exchange

vs

OpenX #4 in Supply Side Platforms 8.9/10 Pricing on request ✓ 2 of 2 features Visit OpenX

• Index Exchange fits best

  Publishers prioritizing exchange and deal reporting

• OpenX fits best

  Publishers needing broad inventory and deal controls

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Side by side

Feature	Index Exchange 9.0/10 Visit ↗	OpenX 8.9/10 Visit ↗
At a glance
Editor score	9.0	8.9
Ranking	#3 in Supply Side Platforms	#4 in Supply Side Platforms
Best for	Publishers prioritizing exchange and deal reporting	Publishers needing broad inventory and deal controls
Pricing model	Paid	Paid
Starting price	Pricing on request	Pricing on request
Free plan	Not checked yet	Not checked yet
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Tickets	Community
Built for	Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Index Exchange 2/2 · OpenX 2/2
Header bidding support	✓	✓
Private marketplace deals	✓	✓
Specs
Inventory channels	web, mobile apps, streaming TV (STV) apps	Connected TV (CTV), display, video, mobile, digital out-of-home (DOOH), native
Auction types	first-price, fixed-price; private auctions/deals	First-price, second-price
Ad formats	banner, video (instream, outstream, rewarded where supported), native	Display, video, mobile, native, connected TV (CTV), digital out-of-home (DOOH)
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.	Supports CTV, display, video, mobile, DOOH, and native inventory Combines header bidding with curated and private marketplace deals Offers audience targeting, ad quality controls, and advanced reporting
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 uses a contact-sales model rather than published plan rates Deployment is cloud-only Support is provided through community channels
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 →	OpenX is a supply-side platform for publishers managing programmatic advertising across connected TV, display, video, mobile, digital out-of-home, and native formats. It combines inventory and deal management with header bidding, audience… 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.

• OpenX — where it wins

  • Supports CTV, display, video, mobile, DOOH, and native inventory
  • Combines header bidding with curated and private marketplace deals
  • Offers audience targeting, ad quality controls, and advanced reporting

  Where it doesn't

  • Pricing uses a contact-sales model rather than published plan rates
  • Deployment is cloud-only
  • Support is provided through community channels

• Index Exchange9.0/10 · Pricing on request

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

  Visit Index ExchangeFull verdict →
• OpenX8.9/10 · Pricing on request

  OpenX gives publishers broad inventory, deal, targeting, auction, and reporting controls.

  Visit OpenXFull verdict →