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Head-to-head · Supply Side Platforms

Index Exchange vs OpenX

  • Updated Sep 2026
  • Both researched from official sources
  • 2 checks side by side
Higher score Index Exchange #3 in Supply Side Platforms 7.7/10 Pricing on request ✓ 2 of 2 features Visit Index Exchange
OpenX #4 in Supply Side Platforms 7.4/10 Pricing on request ✓ 2 of 2 features Visit OpenX

Index Exchange leads on 0 checks, OpenX on 0, and 2 are even. Who comes out ahead on the 2 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreIndex Exchange · 7.7/10

Index Exchange scores higher on our rubric for supply side platforms: 7.7 against 7.4 out of 10; our editors rank them #3 and #4.

Index Exchange is the better fit for publishers prioritizing exchange and deal reporting. OpenX is the better fit for publishers needing broad inventory and deal controls.

  • 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 7.7/10 Visit ↗ OpenX 7.4/10 Visit ↗
At a glance
Editor score 7.7 7.4
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 Not published Not published
Free plan Not published Not published
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 →
  1. Index ExchangeSupply Side Platforms 7.7Pricing on request
  2. OpenXSupply Side Platforms 7.4Pricing on request

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 Exchange7.7/10 · Pricing on request

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

    Visit Index ExchangeFull verdict →
  • OpenX7.4/10 · Pricing on request

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

    Visit OpenXFull verdict →

More comparisons

All supply side platforms comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update