The Association of National Advertisers (ANA) is partnering with Digital Content Next (DCN) to support its TrustX subsidiary.

TrustX, launched in May this year, is a non-profit programmatic advertising marketplace which aims to help maximise marketers’ digital advertising expenditures. Its mission is to restore trust, transparency and economic value to the programmatic digital advertising supply chain.

“Trust, safety, and transparency have dominated the digital media conversation in recent years,” said Bob Liodice, ANA CEO.  “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 and 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 $20bn into working media.”

The TrustX marketplace is said to guarantee that advertisers only pay transactions certified as human and viewable in a brand safe environment, offer total supply-side transparency, include an ad tech tax scorecard, and provide a new industry benchmark for programmatic media buying.

Participation in the program requires advertisers to allocate a portion of their digital ad budget through TrustX to its 30 premium content publishers, which include CBS, Viacom, ABC, NBCUniversal, ESPN, and more.

“We built TrustX as a collaborative marketplace for high-quality advertisers, their agencies and the premium publishing community,” said David Kohl, president and CEO of TrustX. “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.”