Six programmatic exchanges—OpenX, SpotX, Rubicon Project, PubMatic, Sovrn and Talaria—have signed an open letter promising to adhere to core principles of fairness, efficiency and transparency.
In addition, the companies said they will work with TAG (Trustworthy Accountability Group) to create a certification based on the principles, which will "give publishers and buyers alike complete confidence in a fair, transparent and verifiable marketplace".
The three core principles detailed in the letter are as follows.
"We agree to hold ourselves to these standards, and to hold the broader programmatic marketplace accountable to these princples," the CEOs of the six companies wrote. "We must be good stewards of the advertising dollars we have been entrusted with."