SYS-CON MEDIA Authors: Gilad Parann-Nissany, Michael Bushong, Eric Brown, Kevin Benedict

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DigiTrust Launches First Industry-Wide Collaboration to Build Technology Solutions

Today marks the official launch of DigiTrust, the first non-profit, industry-wide collaborative organization that will build technology solutions that improve the digital experience for consumers, publishers, advertisers and technology platforms. DigiTrust has been founded by twenty of the leading digital advertising technology platforms including 33Across, Casale Media, Centro, Dstillery, OpenX, PubMatic, Rubicon Project, RUN, Sizmek and SpotXchange. As a first order of business, DigiTrust will take on the challenge of reducing the number of third-party requests on Web pages.

“Third-party pixels are commonly deployed as a means of synchronizing cookie-based identifiers between all of the partners that advertisers and publishers work with in the digital supply chain, and many are redundant,” said Jordan Mitchell, Vice President, Product, Rubicon Project and founding member of DigiTrust. “At DigiTrust, we are working to reduce the volume of pixel synching necessary and deliver an improved Internet experience for all stakeholders.”

DigiTrust determined that the volume of redundant third-party pixels placed on publishers’ pages—for the single purpose of synchronizing cookie-based identifiers between disparate advertising technology platforms—is slowing down the Internet experience and an improved method of third-party pixel deployment would benefit consumers and publishers. Considering the expected growth of Internet-connected devices used by each consumer, and of real-time bidding (RTB) partners integrated by publishers and marketers (each of whom uses a different identifier), the volume of pixel synchronization events is expected to grow exponentially.

Real-time bidding involves “requests for bid” from supplier to buyer, with information about each impression so buyers can determine whether they wish to partake in the auction, and how much to bid. Pixel synchronization is a process that enables suppliers to include each buyer’s cookie-based identifier in the bid request. The founding members of DigiTrust realized that a solution to eliminate the need for pixel synchronization would not only enhance the Internet experience for consumers, but it would level the playing field for advertisers and their technology partners by universally increasing their scale, and thus create a more competitive and innovative marketplace.

DigiTrust sees this collaborative effort as critical to fueling industry-wide innovation and new business growth.

“New companies face obstacles in gaining access and scale within the digital supply chain because of the time and effort required to integrate with dozens of key partners,” said Shawn Riegsecker, CEO and founder of Centro and founding member of DigiTrust. “By joining DigiTrust, they could have an immediate integration point with all other members.”

Industry collaboration and adoption is at the heart of this challenge, and are two of the main drivers behind DigiTrust.

“The pixel synching challenges that we face today are pervasive, which is why an industry-wide collaboration is essential for success,” said Seth Hittman, CEO of RUN and founding member of DigiTrust. “The fact that we have twenty companies working to design a practical technology solution is incredible and the first collaboration of its kind within the digital advertising industry. I’m proud to say RUN is a founding member, and look forward to welcoming new members into DigiTrust.”

All of DigiTrust’s founding member organizations will play a vital role in the creation of new technologies to address industry challenges, such as third-party pixel synching, by sharing resources to not only engineer solutions but also bring them to market. However, the effort does not stop there. In order to achieve real change and adoption, DigiTrust believes it is important to work closely with industry and consumer organizations, advertising agencies, publishers and browsers to deliver a solution that benefits all stakeholders involved in the consumption, creation and monetization of online content.

You can learn more about DigiTrust or request to become a member by visiting www.DigiTru.st.

ABOUT DIGITRUST

Founded in 2013, DigiTrust is a non-profit organization founded by twenty leading digital advertising technology platforms united in the mission to improve the Internet experience. For more information please visit www.DigiTru.st.

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