The TrustX Transparency Train Is Picking Up Speed. Next Stop: The Trade Desk

11/28/17

When TrustX launched in September, David Kohl was nervous.

“One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” said Kohl, TrustX’s CEO and president.

The idea behind TrustX is to create a programmatic exchange as an oasis for premium supply and demand. Publishers offer their inventory with a human-viewable guarantee as verified by Moat and advertisers are meant to pay a fair price for quality.

The experiment is starting to prove itself out.

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