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Earlier today, our friends over at MediaMath announced the launch of SOURCE, a new initiative designed to restore faith and humanity in the advertising supply chain. In their announcement video, they described the growth of the online advertising ecosystem as being analogous to the growth of the industrial farming movement decades ago: both started very well-intentioned, but spiraled out of control as they scaled, leaving disastrous unintended consequences in their wake. In this metaphor, SOURCE is akin to the farm-to-table movement, simplifying the supply chain and offering transparency all the way to an ad’s origins.

White Ops is eager and grateful for the opportunity we have to aid in the creation of the accountable, transparent ecosystem that MediaMath is working toward. Ever since our partnership announcement a few months ago, we’ve worked closely with their team to ensure the validatability of the impressions that pass through their platform. Their commitment, through the SOURCE initiative, to taking that promise of clean, human inventory to a broad scale is awesome.

What’s also notable from the announcement is the list of trusted partners in the SOURCE project. These are heavy hitters in Internet and advertising technology, including Akamai, IBM, Oracle, The Rubicon Project, and Telaria. And there are equally big names among the publishers of the world, including Business Insider, Crackle, News Corp, and The Weather Channel.

So kudos to MediaMath for putting a stake in the ground with this launch! We look forward to continuing our partnership and growing it with the other participants in SOURCE until the whole industry shares the farm-to-table perspective.

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