The Google-Facebook duopoly has proved to be less than perfect. Google’s video platform, YouTube, has struggled to provide brand safety, and Facebook is still recovering—PR-wise, at least—from its late 2016 measurement woes.
TrustX, a programmatic platform announced last September that includes 33 publishers, is looking to capitalize on whatever concerns brand advertisers have with the duopoly. (And, to be fair, any concerns they have about programmatic, which has battled against a narrative about digital ad fraud for years.) Since last fall, TrustX has promised 100 percent viewability, per the Media Rating Council’s standards, 100 percent transparency on what’s being bought and sold, and a clear view of reporting and billing. But the platform hasn’t been in full-steam-ahead mode until now.