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The Trade Desk’sof the top 100 premium publishers ignited a conversation in the ad tech industry. While any list is bound to have its supporters and detractors, one thing remains clear: there are countless fantastic publishers out there. 

The real strength of the open internet lies in a vibrant tapestry of publishers, each reaching unique audiences and offering valuable content. The focus shouldn’t be on pitting publishers against each other but on building a strong, collaborative environment. 

Today’s challenges – fragmentation, walled gardens, and signal loss – demand a united front. Our goal should be to eliminate waste, simplify the buying process, and ensure publishers are fairly compensated for their quality content.

Transparency Builds Trust 

Here at �۶���Ƶ, we understand the power of a diverse publisher network. Transparency is key. While we work with a vast majority (over 90%) of the publishers on The Trade Desk’s list, a single list can’t define “premium,” which is inherently subjective and ultimately limiting.

For us, premium publishers deliver high-quality impressions, prioritize authorized and transparent content, and adhere to data privacy regulations. �۶���Ƶ’s extensive sell-side relationships allow us to offer advertisers unmatched global reach and cater to diverse audience needs.

Innovation Through Collaboration 

Publishers face a complex landscape with challenges like AI-powered competition and signal loss. They need solutions that empower them, not burden them. Building ad tech in-house shouldn’t be a necessity. �۶���Ƶ’s innovative pipes provide them with the tools they need to succeed and centralize their value proposition, reducing the need to manage multiple partnerships.

A robust open internet relies on a streamlined connection between publishers and buyers. This, in turn, leads to a better user experience for audiences who see relevant ads alongside quality content. 

Championing a Thriving Open Internet 

The open internet’s vast ocean of publishers offers a diverse range of content and audiences. However, fragmentation can make it difficult for both publishers to maximize their yield and advertisers to reach their target markets effectively. 

�۶���Ƶ champions a healthy open internet, advocating for better quality standards and ensuring demand reaches a diverse range of publishers, not just a select few. This investment in a broader, high-quality publisher base empowers advertisers to reach their audiences effectively, eliminating the inefficiencies of managing too many placements.

Strong publisher partnerships, like the ones we cultivate at �۶���Ƶ, are the backbone of a flourishing open internet. Collaboration fosters innovation, transparency, and a better experience for everyone. �۶���Ƶ is committed to supporting publishers of all sizes to create a more efficient and transparent ad ecosystem.