Rubicon Project and OpenX are among six ad exchanges that have struck a mutual agreement to make programmatic buying fairer and more transparent. The new platform will allow advertisers to buy ads based on the content of their online conversations with users rather than just browsing through them. They will also seek to create a compliance and accountability certification, in partnership with the Trustworthy Accountability Group.
Rubicon Project and OpenX are among six ad exchanges that have struck a mutual agreement to make programmatic buying fairer and more transparent. Pubmatic, SpotX, Sovrn, Telaria and OpenX also signed the open letter that committed the exchanges to offering transparent marketplace principles for advertisers and publishers, including clear auction rules, standardised formats, total quality assurance and a fully auditable supply chain. They will also seek to create a compliance and accountability certification, in partnership with the Trustworthy Accountability Group.