Press Release

Index Exchange and FreeWheel Announce Direct Integration for Efficient Streaming TV Buying

December 5, 2023

Integration designed to enhance programmer monetization and marketer access to premium audiences.

Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, today announced a direct integration with FreeWheel, a global technology platform for the television advertising industry.

This integration partnership unlocks a new direct path to premium streaming TV inventory, enhancing media buyers’ access to valuable inventory and increasing the diversification of demand for media owners.

“By integrating directly with FreeWheel’s TV Platform, we’re able to establish an optimal access point into premium streaming TV ad inventory, in turn providing buyers greater transparency and control over the ad buying process,” said Alex Gardner, chief revenue officer at Index Exchange. “Recognizing the current growth and interest in streaming, we’re committed to ensuring marketers have the best opportunity to reach and engage with new audiences while simultaneously driving incremental demand to content owners and distributors.”

This strategic integration comes as streaming TV viewership surges to an all-time high, capturing 38.7% of total TV usage in July and is expected to represent 68% of TV advertising spend by 2027. This indicates a paradigm shift in audience consumption patterns and preferences and correspondingly in advertising budgets, increasingly favoring the premium, engaging, and targeted experiences that streaming platforms can provide.

“We’re thrilled to deepen our relationship with Index as we are committed to enhancing interoperability across the premium TV ecosystem,” said Matt Clark, vice president, strategic partnerships, FreeWheel. “By integrating with Index, we’re fostering greater transparency, efficiency, and simplicity for our clients’ inventory via unified ad decisioning within FreeWheel’s TV Platform. We believe this effort will help fuel even more innovation, growth, and a better viewing experience for consumers.”

This new integration enables Index to strengthen its direct connection with leading streaming TV programmers. Media buyers can now utilize streaming TV’s expansive reach to engage with new audiences and optimize their programmatic media investments for greater efficiency and effectiveness.

About Index Exchange
Index Exchange is a global advertising marketplace enabling media owners to grow revenue by helping marketers reach consumers on any screen, through any format. Headquartered in Toronto, Index has nearly 20 years of experience accelerating the evolution of ad technology for the world’s leading experience makers. To learn more, visit or @indexexchange.

About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit, and follow us on X and LinkedIn.


Elaine Wong

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