The participation aims to enhance industry
standards while creating new opportunities for diverse digital
publishers.
HOUSTON, Oct. 9, 2024
/PRNewswire/ -- Colossus Media LLC ("Colossus SSP"), the inclusive
supply-side advertising platform, today announced its participation
in the Media Rating Council's (MRC) newly formed Digital Ad Auction
Standards Working Group. This initiative aims to bring greater
transparency, standardization, and predictability to auction
dynamics in the digital advertising marketplace.
The digital advertising ecosystem has long grappled with
challenges surrounding auction transparency and consistency. The
Auction Standards Working Group, spearheaded by MRC in coordination
with member organizations, including 4A's and others to establish
insights, metrics, and standards to enable auction users to
transact with complete knowledge and confidence. By fostering an
environment of open dialogue and shared expertise, the working
group seeks to develop comprehensive standards that will empower
advertisers, publishers, and technology providers alike.
"At Colossus SSP, we've always believed that a transparent and
efficient marketplace is the cornerstone of effective digital
advertising," said Anu Pillai, CTO of Direct Digital Holdings. "Our
participation in the Digital Ad Auction Standards Working Group
aligns perfectly with our mission to drive innovation and foster
trust in the programmatic ecosystem. We're committed to leveraging
our expertise to contribute to industry standards that will benefit
all stakeholders."
The Auction Standards Working Group's objective is crucial to
the industry's evolution, focusing on key areas such as:
- Enhancing transparency in digital ad auction rules and
practices
- Standardizing reporting of auction variables and outcomes
- Developing a framework for independent audit and
verification
Mark D. Walker, CEO, Co-Founder,
& Chairman of Direct Digital Holdings, added: "As we push the
boundaries of programmatic advertising, it's crucial that we
establish a common set of standards for auction transparency. This
working group provides an opportunity to align innovation with
industry-wide transparency goals. We're excited to contribute our
resources to making digital advertising more effective and
trustworthy for all parties involved."
"MRC greatly appreciates Colossus SSP's participation in the
Auction Standards Working Group," stated Ron Pinelli Jr., SVP Digital Research and
Standards at Media Rating Council. "We look forward to them
participating in our effort to develop standards that will shape
the future of transparency and reporting related to digital
advertising auctions."
As the working group begins its initial research phase, it will
delve into the intricacies of various digital ad auction models,
current disclosure practices, and reporting standards. This
foundational work will pave the way for future phases aimed at
developing and implementing industry-wide standards.
Participating in this initiative with the MRC will enhance
Colossus SSP's Momentum initiative, which supports
underrepresented, diverse digital publishers with best practices,
knowledge, resources, and tools. This participation positions
Colossus as a conduit for these publishers to provide input into
the MRC's initiative more directly. In turn, Colossus will provide
deeper insight into MRC's accreditation framework in the area of
auction transparency, allowing publishers to potentially unlock
more ad dollars and opportunities.
About MRC
The Media Rating Council is a non-profit
industry association established in 1963 comprised of leading
television, radio, print and digital media companies, as well as
advertisers, advertising agencies and trade associations, whose
goal is to ensure measurement services that are valid, reliable and
effective.
About Colossus SSP
Colossus SSP (Nasdaq: DRCT)
owns and operates Colossus SSP, Huddled Masses, and Orange142. The
company offers a unified platform that serves various clients
across various sectors, managing over 326 billion monthly
impressions. Colossus SSP is committed to providing innovative,
data-driven advertising solutions prioritizing ROI, DEI, and
sustainability.
About Direct Digital Holdings
Direct Digital Holdings
(Nasdaq: DRCT), owner of operating companies Colossus SSP, Huddled
Masses, and Orange 142, brings state-of-the-art sell- and buy-side
advertising platforms together under one umbrella company. Direct
Digital Holdings' sell-side platform, Colossus SSP, offers
advertisers of all sizes extensive reach within general market and
multicultural media properties. The Company's subsidiaries Huddled
Masses and Orange 142 deliver significant ROI for middle market
advertisers by providing data-optimized programmatic solutions at
scale for businesses in sectors that range from energy to
healthcare to travel to financial services. Direct Digital
Holdings' sell- and buy-side solutions generate billions of
impressions per month across display, CTV, in-app and other media
channels.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/colossus-ssp-joins-industry-initiative-to-bring-transparency-to-digital-ad-auctions-302270961.html
SOURCE Direct Digital Holdings