Foxcatcher announces partnership with Index Exchange to enhance supply path optimisation
Data and technology programmatic company Foxcatcher has announced a partnership with independent ad exchange, Index Exchange.
The partnership has been struck in order to enhance Supply Path Optimisation (SPO) solutions to drive media buying efficiencies.
Foxcatcher was launched in 2020 by former Dentsu CEO, Simon Ryan under the umbrella of his local holding company Ryancap, with David Gaskill joining as managing director after holding positions at Audience360 and Dentsu. Since the launch, Varun John and Andrew Molan have also moved across from Dentsu to join the Foxcatcher team.
Foxcatcher’s Varun John, David Gaskill, Andrew Molan
Foxcatcher says that with the deprecation of the cookie, it has “identified that a strong SPO strategy powered by the right partnerships is critical in a data and identity-driven environment”.
The new SPO focuses on “driving media buying efficiencies through strategic supply initiatives by incorporating multiple SSP products.”
Gaskill commented: “We believe incorporating SPO into our proprietary Worldview technology allows us to take efficient media buying to the next level. Worldview is focused on delivering value add through strategically delivered, real-time digital budgets.”
Foxcatcher says that working with fewer partners allows the company to “extract better insights and consistent data capture from SSP’s”, leading to increased audience insights.
Janette Higginson, Index Exchange APAC’s head of buyer development said, “We’re pleased buyers are now prioritising ways to find the most efficient, effective, and transparent path to their programmatic supply. We’re excited to drive results for our partners by bringing more buying power to programmatic, ultimately helping them increase the value of their working media budgets.”
Foxcatcher says that it has strategically aligned its products with the right technology from a buying and supply perspective to assist in driving innovation for its clients and their business needs.
Gaskill continued: “We are excited to partner with Index Exchange, one of the most advanced digital advertising marketplaces, to deliver a solution which offers not only great success for our clients but also ensures Australian publishers receive the highest return on their media. Our SPO partnership with Index Exchange ensures we’re maximising every advertiser dollar and delivering yield in support of local Australian publishers as a priority.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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