The Tenants of a Thriving and Equitable Advertising Ecosystem

TTD’s announcement of the SP500+ and release of the top 100 publishers aims to set standards for what defines premium in a programmatic world. It offers tenants that are essential to consider but can, and should, provide the flexibility of choice to extend beyond a set list and reach any part of the open web that meets the criteria. Commitment to quality ad experiences, direct supply paths, and placement-level targeting and optimizations are all things we can all agree on – translating to better performance and less ad waste across the industry. 

By prioritizing the right practices from the start and eliminating poor industry behaviors, the entire ecosystem benefits. Consumers enjoy respectful ad experiences, advertisers achieve better performance, and publishers maximize their placements while keeping audiences engaged. Getting there requires a rigorous onboarding process that ensures safety, security, and brand suitability with direct access to publishers across the open web. Creative ad solutions allow publishers to focus on high-quality, attention-grabbing ads rather than quantity. And putting curation levers based on placements, performance, and audiences into the hands of buyers ensures they are buying wherever is best for their campaigns. 

At TripleLift, we firmly believe in the open web’s potential for all publishers, big and small. Growth opportunities can be found across a spectrum of publishers and streaming services with highly engaged audiences worth tapping into. It’s important to recognize that only focusing on the largest publishers may limit reach, especially with underrepresented communities who have a diverse and impactful online presence. As the largest diverse, independently owned SSP, we know how crucial it is to reach and engage diverse audiences through a healthy mix of publisher inventory and unique creative experiences that marketers shouldn’t overlook.

For example sake, let’s parallel this with the financial world. The S&P500 and Vanguard’s Emerging Markets ETF are two major funds you could put your money in. The S&P 500, like TTDs SP500+, includes large-cap companies that provide steady returns every year. However, those who are willing to invest in smaller startups through Vanguards Emerging Markets ETF could see just as much and even better growth than the S&P500 returns. Each strategy has benefits, but investors see the best opportunity by combining the two. Similarly, in advertising, tapping into a combination of established publishers and niche/smaller publishers who are committed to investing in a better advertising experience will yield the best results.

At TripleLift, we are pushing for the most inclusive approach to advertising possible—one that puts into practice the SP500+ tenants but goes beyond. We remain committed to fostering an inclusive, open web that benefits publishers and communities of all sizes. By prioritizing a healthy mix of high-quality, diverse content, we can ensure a thriving and equitable advertising ecosystem that benefits everyone. 

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