General

33 Major Publishers Are Promising Advertisers a New Level of Safety and Transparency

Will the programmatic platform TrustX woo media buyers?

ESPN, Business Insider, Financial Times and Newsday are among the players in the mix.Getty Images

The Google-Facebook duopoly has proved to be less than perfect. Google’s video platform, YouTube, has struggled to provide brand safety, and Facebook is still recovering—PR-wise, at least—from its late 2016 measurement woes.

TrustX, a programmatic platform announced last September that includes 33 publishers, is looking to capitalize on whatever concerns brand advertisers have with the duopoly. (And, to be fair, any concerns they have about programmatic, which has battled against a narrative about digital ad fraud for years.) Since last fall, TrustX has promised 100 percent viewability, per the Media