How DSPs and SSPs can work together to bring transparency to the ad tech ecosystem
As part of the Winter AdTech Virtual Event, our Chief Programmatic Officer David Pironon sat down for a fireside chat around programmatic supply chain transparency with Vignesh Narayanan, Senior Director, Media Partnerships at MediaMath. During the conversation, the two discussed:
- The recent findings released in the Incorporated Society of British Advertisers’ (ISBA) research report;
- how the industry has been working towards solving some of the challenges highlighted in the report; and
- how Smart and MediaMath are partnering to help ensure the adtech ecosystem is driving towards accountability.
Watch the Panel Recording below:
“In our industry we see there is a growing need for transparency as more and more spend moves towards digital and programmatic,” said David Pironon. “Over the past year, we’ve seen an increase of requests for transparency from our DSP partners and our agencies as well.”
The findings in the ISBA report, resulting from its two-year long study around programmatic supply chain transparency, challenge all industry players to strive for a more transparent and efficient supply chain.
As an early adopter of new market standards and best practices, such as ads.txt, app ads.txt, seller.json, and SCO, Smart has always worked to benefit both sides of the business. Our latest partnership with MediaMath further demonstrates our commitment to driving advertiser outcomes and achieving better monetization for publishers.
A Shared-Interest Partnership
SOURCE by MediaMath is a technical and commercial framework for agencies, brands, tech companies, and content owners designed to provide long-term sustainable solutions for a clean digital media supply chain with brand-safe, viewable inventory.
“SOURCE is a curated group of leading programmatic partners who are measured and scored on a collection of technology signals which are fundamental to achieving an accountable and addressable ecosystem, which are aligned to market outcomes,” said Narayanan. “We want to partner with all the ecosystem stakeholders to make sure that all of us are driving this together, it’s not a single person initiative. We need to do this as an ecosystem.”
At Smart, we are well-aligned with MediaMath on the vision of a high-quality, transparent and healthier digital advertising industry and this alignment provides a strong foundation for the integration and partnership between Smart and MediaMath. Together, we take a shared interest business approach, bringing advertisers and publishers the best-in-class, highest-quality advertising ecosystem.