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Digital Marketing Trade Body Announces Online Ad Marketplace

Digital Content Next, digital marketing trade body, is launching an automated online ad marketplace called TrustX, in a bid to bring more transparency to online advertising, according to a report in the Wall Street Journal. "The ad marketplace, or 'ad exchange,' will allow marketers to buy ad space across properties owned by 25 media companies, including ABC, Condé Nast, Hearst, NBCUniversal, the Washington Post, Meredith, ESPN, Vox Media and News Corp. which owns The Wall Street Journal...The marketplace will function as a non-profit subsidiary of DCN and is designed to help restore some transparency to the increasingly complicated online advertising supply chain, according to DCN Chief Executive Jason Kint." The body will focus on rebuilding trust in the marketplace. "With no outside investors and no profit motives, TrustX will focus on driving long-term benefits to marketers and publishers, DCN said," according to the report.

Read the whole story at Wall Street Journal »

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