The fallout to ad tech’s latest scandal is coming. Some advertisers and publishers have shifted their dollars and inventory away from the ad exchange following revelations that Index Exchange had been caching bids — relocating automated auction-based ad buys from the intended inventory to another slot, so the advertiser might not know what they’re getting.

Varick Media Management moved clients away from buying ads through Index Exchange to other exchanges, said Varick CEO Paul Dolan. A publisher who asked to remain anonymous has had a handful of advertisers redirect their deals with the publisher away from Index Exchange to go through other supply-side platforms. The Index Exchange fallout seems to be rippling across other exchanges, or supply-side platforms.

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