Hot on the heels of its ad fraud partnership with White Ops, programmatic advertising company MediaMath is teaming up with Rubicon Project, an advertising exchange, to improve the programmatic supply chain.

The pair will create a ‘direct and transparent programmatic delivery infrastructure’. The aim is to work with agencies, brands, technology companies, and publishers for a cleaner digital media supply chain featuring fee transparency, direct connections between buyers and sellers, and a focus on brand safety, ad fraud, and viewability. The first agency onboard is Havas.

“The current media supply chain is failing advertisers, publishers and consumers,” said Joe Zawadzki, founder & CEO of MediaMath. “We’re taking the first step to create necessary change by partnering with Rubicon Project and Havas. A more accountable and addressable ecosystem, with the right values and purpose, will only come if a motivated and united alliance of leading marketers and agencies, with the right tech companies and publishers, working together.”

MediaMath is developing advanced supply valuation algorithms, while ingesting Rubicon Project’s machine-learned bid guidance models, in order to drive improved buyer outcomes and publisher yield. Furthermore, Rubicon Project will receive MediaMath signal inputs to feed guidance models with advertiser and campaign specificity.

“We are pleased to partner with MediaMath to create a direct and transparent programmatic delivery infrastructure,” said Michael Barrett, Rubicon Project CEO. “Havas continues to pioneer the next generation ecosystem that is both clean and open as the first agency partner for this effort. In working together, we hope to lead the industry in removing the bad actors and negative headlines with SPO and addressable supply chain. Modernizing how the supply chain operates will impact and benefit the entire ecosystem.”