Bold Collective, the digital anywhere ad exchange with over a decade of experience connecting buyers and brands, has officially launched Honey Badger Exchange (HBX). After a successful beta period, HBX goes live as a transparent, customizable platform designed for today’s programmatic ecosystem.
Optimized initially for video—including Connected TV, OOH TV, and mobile app video—HBX will soon expand into audio and web, with additional capabilities already on the roadmap. The platform aims to provide buyers and sellers with clarity, control, and scale in an increasingly complex programmatic landscape.
Key Features for Programmatic Buyers
HBX was built to address persistent industry challenges:
- Transparency: Real-time visibility into transactions using the latest oRTB specifications.
- Flexible Integrations: Supports oRTB and IAB-compliant VAST integrations across legacy and modern systems.
- Supply Path Optimization (SPO): Ensures every request and bid aligns with buyer and seller rules for cleaner supply paths.
- Bid Density & Pricing: Handles over 150 billion monthly requests, optimizing pricing strategies with granular bid floor data.
- IVT Management: Pre- and post-bid invalid traffic detection safeguards against fraudulent activity.
- Traffic Throttling & Enrichment: Advanced content-level signals, including live sports and episode metadata, allow buyers to optimize toward specific goals.
“Building an exchange from the ground up was always part of our vision,” said Dan Alexander, Founder and CEO of Bold Collective. “HBX embodies the transparency and customization the industry has been asking for.”
Market Reach and Expansion Plans
Bold Collective currently partners with over 150 publishers and 30 integrated buyers across North America, with plans to expand into Europe and Latin America. Future HBX updates will include new channels, additional data, ID enrichment, and forecasting capabilities, solidifying its position as a next-generation programmatic solution.
“Our goal is simple,” Alexander added. “To provide a transparent, safe, and scalable exchange that empowers buyers and sellers to thrive in the programmatic landscape.”
Why It Matters
Programmatic buyers have long demanded platforms that deliver greater transparency, cleaner supply, and actionable insights. HBX addresses these pain points while supporting advanced ad formats and high-volume requests, helping brands and publishers maximize ROI in a competitive ecosystem. As programmatic video continues to dominate advertising budgets, HBX’s combination of scale, customization, and safety positions it as a key tool for advertisers seeking efficiency and control.
