New initiative launched to increase transparency in digital advertising supply chain

MediaMath, a New York City-based advertising technology company, announced on Oct. 2 the launch of Source, an initiative to infuse more accountability and transparency into the digital media supply chain.

Source will foster greater alignment among brands, technology providers and ad agencies, making digital marketing both easier to navigate and a more effective tool. Sixteen organizations have already joined the initiative, including IBM Watson Advertising, News Corp, Oracle Data Cloud and Business Insider.

Together, Source's partners will work to make the digital media supply chain "100 percent accountable and addressable" by the end of 2020, according to a release. Part of these efforts will include advancing the use of artificial intelligence to draw insights and detect trends from marketing datasets.

"Simply put, instead of brands being able to focus on growing and deepening direct customer relationships, much of their time is sucked up with the operational and service burdens of a broken ecosystem," said Joe Zawadzki, CEO of MediaMath. "The supply chain must be rearchitected to fuel growth and health for brands and free creatives to create, and in turn operate a more trustworthy ecosystem with aligned incentives for all."

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