Wednesday, November 29, 2023

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    DCN explores the future of TRUSTX, including a partnership with tech-giant Akamai, as dealmaking (slowly) heats up

    Digital Content Next, the trade organization representing a host of household-name publishers, is exploring the future of its ad tech unit TRUSTX and a potential partnership with cloud outfit Akamai may soon be on the horizon, sources told Digiday.

    A number of options are still on the table, albeit the eventual desired outcome is understood to be short of a full divestiture, according to sources, as dealmaking in the digital media landscape heats up and 2023 draws to a close.

    Last year, Digiday reported that TRUSTX — a nonprofit ad exchange promising advertisers transparent inventory from DCN publishers such as News Corp, Hearst, and The Washington Post — and Akamai were collaborating on a privacy-enhancing technology.

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