Sovrn, which offers products and services to more than 25,000 independent online publishers, and OpenX the world’s leading independent advertising technology provider, have issued a rallying cry to industry
The open letter – signed by CEOs of OpenX, Sovrn, Rubicon Project, SpotX, Teleria and PubMatic – is designed to provide a fairer and efficient programmatic marketplace for advertisers, publishers and brands.
This is the first time top ad exchanges have aligned around a clear, unambiguous set of rules on efficiency, transparency, and fair market values, and it is hoped that the principles will raise the bar for how exchanges function as well as giving brands and advertisers enhanced confidence in the programmatic ecosystem.
The core tenets of the principles centre on creating a transparent marketplace to reduce friction, ensure quality, and increase value for both publishers and buyers.
These principles will serve as a starting point for
Whilst the six original signatory companies have established a baseline direction to accelerate a new industry certification, TAG will manage the next phase—developing a measurement and certification process for all SSPs. This will involve even broader feedback and collaboration over the coming weeks across the wider industry.