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.
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Huge media companies like CBS and ESPN are banding together to fight Google and Facebook — but it may not be enough
Big media companies are working together to sell digital ads to better battle Google and Facebook The TrustX initiative, which includes buy-in from the likes of CBS, News Corp., Conde Nast and Vox Media, is ramping its capabilities while promising marketers a safe harbor for their ads Yet TrustX faces potential challenges, including competing agendas and […]
Predictions 2018: Who Will Win And Who Will Lose Across The Media Landscape
Media, so vital to the wellbeing of the economy, has endured a turbulent year. Marketers questioned the quality of the supply chain. Agencies reorganized to reinforce their value proposition. Ad tech continued to consolidate. Publishers scrambled to make money and keep their two sets of customers – consumers and advertisers – happy. While that short […]