DigiTrust represents a broad, industry commitment from all corners of ad tech in providing audiences with a better experience and beginning to reign in tracking. It is an important first step by our industry to provide transparency and control to audiences.

DigiTrust offers to the mobile Web ecosystem the benefits and efficiencies of a standardized identifier, much like the ‘IDs for Advertisers’ issued by Apple, Android and Microsoft for the mobile apps ecosystem.

The Digitrust project provides a way forward for publishers to improve the reader’s experience and reduce the complicated, and often redundant, firing of tracking pixels when advertising to a reader

This is a huge step in preserving the openness of the programmatic ad ecosystem, and one we have been calling for for years. It promises to make it simpler for brands and agencies to create programmatic advertising that is relevant for consumers, whilst giving users choice and transparency when it comes to opting out.

Digitrust will help our industry live out the promise of an ecosystem built on collaboration and transparency. In turn, creating more relevant communication for consumers and more return for publishers.

As a leading programmatic platform, we integrate with 100s of other companies each of whom use their own cookie-based user tokens. It’s unnecessarily complicated, expensive, and loads web pages with excessive trackers. DigiTrust offers a simple approach to fix all of this.