ANA Partners With Digital Content Next To Help Marketers Maximize Digital Ad Spend

FOR IMMEDIATE RELEASE
August 16, 2017 

Trade Group Urges Advertisers to Consider Joining TrustX Ad Marketplace

NEW YORK (Aug. 16, 2017) — The ANA (Association of National Advertisers) today announced it is partnering with Digital Content Next to support TrustX, a programmatic advertising marketplace designed to help maximize marketers’ digital advertising expenditures.

TrustX is a nonprofit subsidiary of DCN, a trade organization serving prominent digital content companies. TrustX launched in May 2017 with a mission to restore trust, transparency, and economic value to the programmatic digital advertising supply chain by enabling premier advertisers and their agencies to programmatically purchase curated, brand-safe ad inventory.

“Trust, safety, and transparency have dominated the digital media conversation in recent years,” said ANA CEO Bob Liodice in announcing the initiative. “The supply chain’s complexity and opacity net digital advertisers as little as 30 to 40 cents of working media for every dollar spent. Digital ROI has become harder to achieve. The ANA’s mission is to reverse this troubling trend and elevate digital working media to 70 cents or higher. Doing so will convert $20 billion into working media.”

Liodice added that the benefits of joining the TrustX ad marketplace include:

  • A guarantee that advertisers will only pay for transactions certified as human and viewable in a brand-safe environment
  • Total supply-side transparency
  • An ad-tech tax scorecard, complete with end-to-end digital supply chain costs
  • A new industry benchmark for programmatic media buying power that gives advertisers what they need to maximize returns on their digital advertising investments

Liodice said participation in the program requires advertisers to allocate a portion of their digital advertising budget through TrustX to its 30 premium content publishers, which include CBS Interactive, Viacom, A&E Networks, ABC, Condé Nast, Hearst, NBCUniversal, ESPN, News Corp., the Washington Post, Meredith, and Vox Media, among others.

He also encouraged marketers to attend upcoming ANA webinars on the program and download documents from the TrustX website that explain the project in detail.

“We built TrustX as a collaborative marketplace for high-quality advertisers, their agencies, and the premium publishing community,” said TrustX President and CEO David Kohl. “What motivates our members is restoring the brand-building value and economic promise for which programmatic advertising was originally designed. We’re thrilled to have ANA’s membership on board to raise the bar on working media value, and to accelerate — for the entire industry — the sustainable future for trusted advertising.”

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ABOUT THE ANA
The ANA (Association of National Advertisers)'s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA's membership consists of more than 1,600 domestic and international companies, including more than 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.

ABOUT TRUSTX
Born from the ambitions of the world’s most trusted media brands, TrustX is a cooperative private marketplace singularly focused on rebuilding trust, transparency, and economic value in programmatic advertising. Marketers and agencies that buy through TrustX do so with total confidence in the security of more than 30 premium content publishers, full financial and trading transparency, 100 percent human and viewable supply, and an environment designed for brand-building and brand safety. Launched in May 2017, TrustX is a public benefit corporation (B-Corp), and is wholly owned by the nonprofit premium publisher trade association Digital Content Next. TrustX has no outside shareholders or profit motives, and is designed to drive long-term benefits to high-quality marketers, premium content publishers, and consumers. TrustX is building the sustainable future for trusted advertising.

 

MEDIA CONTACTS:
ANA
John Wolfe
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663
Email: jwolfe@ana.net

Digital Content Next/TrustX
Kaitlyn Kurosky
High10 Media
Office: 212.918.2040
Email: kaitlyn@high10media.com