In today’s increasingly digital world, consumers expect the ads they see on all of their devices to be engaging, non-disruptive, and most importantly relevant. While advertisers of the past simply worked to get their ads in front of as many eyes as possible, modern advertisers have had to be much more calculated and targeted in their efforts.
Programmatic advertising has provided a scalable way for advertisers to leverage the massive amounts of data available today to serve consumers the right content at the right place at the right time. This method of advertising, however, has generated a lack of transparency within the industry that is simply not in SpotX’s DNA.
Today, SpotX and five other ad tech industry leaders (including Sovrn, OpenX, Rubicon, Telaria, and Pubmatic) have jointly made a powerful statement regarding the current state of programmatic advertising by releasing three core principles for exchanges that we vow to follow and believe will create the trustworthy marketplace that the media industry and consumers deserve.
The three core principles are:
Efficiency of transactions — This includes total quality assurance that all components of a transaction are free of fraud, standardized ad formats compliant with the Better Ads Standards, and elimination of infrastructure waste.
Transparency of business practices — This includes fee transparency with fee arrangements made explicit to the party being charged, fully auditable supply chain at every step in the process, and transparent change notification regarding any changes or modifications to marketplace design that may alter performance for buyers.
Fair-Market principles to balance objectives — This includes clear auction rules, no undisclosed business arrangements that could influence spend, and no biased auction mechanics that could undermine the integrity of a fair auction.
As we state in the official principles, “Trust is the most important component of any business relationship. Trust is earned, and we are committed to building a lasting, high-quality, and trusted programmatic marketplace for the future of advertising.”