Colossus Media LLC, Direct Digital Holdings' supply-side advertising platform, announced its participation in the Media Rating Council's (MRC) newly formed Digital Ad Auction Standards Working Group on October 9, 2024. This initiative aims to bring greater transparency, standardization, and predictability to auction dynamics in the digital advertising marketplace.
The working group, spearheaded by MRC, seeks to develop comprehensive standards that will benefit advertisers, publishers, and technology providers. Colossus SSP's involvement aligns with its mission to drive innovation and foster trust in the programmatic ecosystem.
This participation will enhance Colossus SSP's 'Momentum' initiative, which supports underrepresented, diverse digital publishers. It positions Colossus as a conduit for these publishers to provide input into the MRC's initiative and gain deeper insight into MRC's accreditation framework for auction transparency.
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