Mediavine Expands Index Exchange Partnership to Launch Curated Audiences at Scale

Mediavine has expanded its partnership with Index Exchange to introduce curated audiences within Index Marketplaces, marking a significant step forward in privacy-conscious audience targeting and premium inventory activation.

As part of the collaboration, Index Exchange becomes the inaugural supply-side platform (SSP) to enable activation of Mediavine’s curated audience segments. This integration allows media buyers to access high-quality publisher inventory enriched with first-party data, contextual insights, and advanced identity solutions—without relying on traditional third-party tracking mechanisms.

Mediavine’s audience framework combines publisher first-party data with technologies such as cross-device resolution and UID2 integration, creating scalable and addressable audience segments. These segments are further optimized in real time through AI-driven bidstream analysis, improving targeting precision and campaign performance.

Through Index Marketplaces, advertisers can now engage premium Mediavine inventory via curated deals, offering several advantages, including enhanced audience value through supply-side decisioning, scalable access to brand-safe environments, and more flexible activation through Index Exchange’s Data Vendor Ecosystem. This model simplifies deal-making by removing the need for complex one-to-one negotiations around fees, billing, and integrations.

“Our publishers have built deeply engaged audiences that extend beyond individual page views,” said Amanda Martin. “By combining trusted first-party data with curated supply and identity solutions, we are expanding addressable audiences while maintaining transparency and integrity.”

Marybeth McGaugh added that the partnership enhances how media owners bring high-value audience assets to market, enabling more efficient buying and stronger monetization outcomes.

The announcement comes amid a broader transformation in the digital advertising ecosystem. With search algorithm changes impacting publisher traffic and advertisers demanding greater accountability and transparency, curated marketplace solutions are emerging as a key strategy for sustainable growth.

By aligning premium publisher data with scalable, privacy-first activation models, Mediavine and Index Exchange are helping redefine audience targeting and monetization in a rapidly evolving adtech landscape.