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Head-to-head · Supply Side Platforms

PubMatic vs Index Exchange

  • Updated Sep 2026
  • Both researched from official sources
  • 3 checks side by side
Higher score PubMatic #2 in Supply Side Platforms 8.2/10 Pricing on request ✓ 2 of 2 features Visit PubMatic
Index Exchange #3 in Supply Side Platforms 7.7/10 Pricing on request ✓ 2 of 2 features Visit Index Exchange

PubMatic leads on 0 checks, Index Exchange on 0, and 3 are even. Who comes out ahead on the 3 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scorePubMatic · 8.2/10

PubMatic scores higher on our rubric for supply side platforms: 8.2 against 7.7 out of 10; our editors rank them #2 and #3.

PubMatic is the better fit for publishers optimizing cross-screen ad yield. Index Exchange is the better fit for publishers prioritizing exchange and deal reporting.

  • PubMatic fits best

    Publishers optimizing cross-screen ad yield

  • Index Exchange fits best

    Publishers prioritizing exchange and deal reporting

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. It never changes our verdict. How we rank.

Side by side

Feature PubMatic 8.2/10 Visit ↗ Index Exchange 7.7/10 Visit ↗
At a glance
Editor score 8.2 7.7
Ranking #2 in Supply Side Platforms #3 in Supply Side Platforms
Best for Publishers optimizing cross-screen ad yield Publishers prioritizing exchange and deal reporting
Pricing model Paid Paid
Starting price Not published Not published
Free plan — Not published
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Email, Docs Tickets
Integrations 3 integrations 7 integrations
Built for Mid-market, Enterprise Mid-market, Enterprise
Features PubMatic 2/2 · Index Exchange 2/2
Header bidding support ✓ ✓
Private marketplace deals ✓ ✓
Specs
Inventory channels CTV/OTT, online video, mobile app, mobile web, desktop web web, mobile apps, streaming TV (STV) apps
Auction types real-time bidding (RTB), header bidding, unified auctions, private marketplace and programmatic guaranteed first-price, fixed-price; private auctions/deals
Ad formats display/banner, static display, video, outstream video, interstitial, rewarded video, native, rich media banner, video (instream, outstream, rewarded where supported), native
Reporting detail Advanced Advanced
Our review
Pros
  • OpenWrap supports Prebid-powered header bidding across web and in-app inventory.
  • Supports private marketplace and programmatic-guaranteed deals.
  • Connects monetization across web, mobile, video and CTV/OTT.
  • 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.
Cons
  • Pricing requires contacting sales.
  • Primarily aimed at mid-market and enterprise organizations.
  • Support channels are email and documentation.
  • 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.
Our verdict

PubMatic is a cloud-based supply-side platform for publishers and buyers managing programmatic digital advertising. It connects web, mobile app, online video and CTV/OTT inventory to real-time auctions, with capabilities spanning header…

Read the review →

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 →
  1. PubMaticSupply Side Platforms 8.2Pricing on request
  2. Index ExchangeSupply Side Platforms 7.7Pricing on request

Strengths and trade-offs

  • PubMatic — where it wins

    • OpenWrap supports Prebid-powered header bidding across web and in-app inventory.
    • Supports private marketplace and programmatic-guaranteed deals.
    • Connects monetization across web, mobile, video and CTV/OTT.

    Where it doesn't

    • Pricing requires contacting sales.
    • Primarily aimed at mid-market and enterprise organizations.
    • Support channels are email and documentation.

  • 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.

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