“Leading advertising exchanges coming together to develop a shared set of principles on transparency, efficiency, and fair-market values in programmatic is an incredibly important step forward for the entire advertising industry,” said Mike Zaneis, President of TAG. “These principles raise the bar for how exchanges operate and will ultimately make programmatic a better space for advertisers and publishers. These companies are investing in a better future for digital advertising. TAG looks forward to working with the broader industry to take these principles and develop a new certification which will ensure brands, agencies, and publishers that their partners are committed to a fair, efficient, and transparent programmatic supply chain. We look forward to reviewing and advancing the goals of these principles within TAG’s Business Transparency Committee.”