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Trust and Transparency Continue to be the AdTech Watch Words

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By Emma Newman, CRO, EMEA
October 30, 2019

Originally published in The Drum

Of all the issues dominating adtech discussions, transparency is the one that most concerns buyers. It is also an area in which the industry is investing a great deal of time to tackle. So why is this so important? Ultimately, it’s about trust – trust in programmatic, trust in vendors, trust in the emerging channels (especially in-app and video) and, overall trust in the industry.

The issue of transparency has given rise to supply path optimisation (SPO), as the buyside looks to address transparency across the supply chain, fee structures, and inventory. This is leading agencies to reassess their vendor relationships as they look to develop deeper partnerships with fewer trusted suppliers that can deliver value across the chain.

The industry has rolled out a wealth of solutions to deliver greater transparency which are making a real difference. The introduction of ads.txt, app-ads.txt and most recently Sellers.Json and Supply Chain Object are all designed to bring transparency and fight fraud in the supply chain. PubMatic is a leader in transparency initiatives and has actively supported and implemented these, on top of the work we have done to create a more attractive digital advertising environment for advertisers.