Independent ad exchange Index Exchange has introduced a new feature that will change the process of header bidding in programmatic ad buying.

Adaptive Timeout uses an algorithm to determine a timeout for individual users on any given page view. Calculated using the device type, connection speed and an aggregation of the history of a user’s time landscape (time taken for a big request to garner a bid response), Index says this new method will boost revenues for publishers and optimize page speed by allowing (ideally) more bids from the header reach the publisher’s ad server.

In a statement, Gabriel DeWitt, VP of product at Index Exchange said the changes bring “a level of sophistication” to publishing partners. “They’ve been looking to leverage automation instead of internal tech resources to optimize their configurations,” he added.

In the past, timeouts occurred on fixed values, which could lead to missed opportunities for ad buyers; the average timeout for bidding adapters is roughly 15%. The result, says Index, is publishers sacrificing user experience and revenue due to time limitations.

Adaptive Timeout is just one of a number of other header bidding initiatives Index Exchange has planned for 2019.