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.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.