Trade Group Urges Advertisers To Consider Joining TrustX Ad Marketplace

NEW YORK (August 16, 2017) — The ANA (Association of National Advertisers) today announced it is partnering with Digital Content Next to support TrustX, a programmatic advertising marketplace designed to help maximize marketers’ digital advertising expenditures.

TrustX is a non-profit subsidiary of DCN, a trade organization serving prominent digital content companies.  TrustX launched in May 2017 with a mission to restore trust, transparency, and economic value to the programmatic digital advertising supply chain by enabling premier advertisers and their agencies to programmatically purchase curated, brand-safe ad inventory.

“Trust, safety, and transparency have dominated the digital media conversation in recent years,” ANA CEO Bob Liodice said in announcing the initiative.  “The supply chain’s complexity and opacity net digital advertisers as little as 30 to 40 cents of working media for every dollar spent. Digital ROI has become harder and harder to achieve. The ANA’s mission is to reverse this troubling trend and elevate digital working media to 70 cents or higher.  Doing so will convert $20 billion into working media.”

Liodice added that the benefits of joining the TrustX ad marketplace include:

  • A guarantee that advertisers will only pay for transactions certified as human and viewable in a brand safe environment.
  • Total supply-side transparency.
  • An ad-tech tax scorecard, complete with end-to-end digital supply chain costs.
  • A new industry benchmark for programmatic media buying power that gives advertisers what they need to maximize returns on their digital advertising investments.

Liodice said participation in the program requires advertisers to allocate a portion of their digital advertising budget through TrustX to its 30 premium content publishers, which include CBS Interactive, Viacom, A&E Networks, ABC, Condé Nast, Hearst, NBCUniversal, ESPN, News Corp., the Washington Post, Meredith, and Vox Media, among others.

He also encouraged marketers to attend upcoming ANA webinars on the program and download documents from the TrustX website that explain the project in detail.

“We built TrustX as a collaborative marketplace for high-quality advertisers, their agencies and the premium publishing community,” said TrustX President and CEO, David Kohl. “What motivates our members is restoring the brand-building value and economic promise for which programmatic advertising was originally designed. We’re thrilled to have ANA’s membership on board to raise the bar on working media value, and to accelerate — for the entire industry — the sustainable future for trusted advertising.”


The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $250 billion in marketing and advertising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit Advertising Educational Foundation (AEF), an ANA subsidiary, which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

Born from the ambitions of the world’s most trusted media brands, TrustX is a cooperative private marketplace singularly-focused on rebuilding trust, transparency and economic value in programmatic advertising. Marketers and agencies that buy through TrustX do so with total confidence in the security of 30+ premium content publishers, full financial and trading transparency, 100% human and viewable supply, and an environment designed for brand building and brand safety. Launched in May 2017, TrustX is a public benefit corporation (B-Corp), and is wholly-owned by the non-profit premium publisher trade association, Digital Content Next. TrustX has no outside shareholders or profit motives, and is designed to drive long-term benefits to high-quality marketers, premium content publishers and consumers. TrustX is building the sustainable future for trusted advertising.


John Wolfe
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663

Digital Content Next / TrustX
Kaitlyn Kurosky
High10 Media
Office: 212-918-2040

by Paul Wyrembak

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