We now have the leading programmatic platforms collaborating with publishers to deploy DigiTrust technology, and commence the virtuous cycle of value to themselves, their audiences and the marketers that wish to reach those audiences.

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 is a key component of the open internet, enabling independent publishers, marketers, and 3rd party platforms to break free of ‘walled gardens’ and use a transparent, privacy-enabled, and high-performance alternative.

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.