Adtech The Trade Desk has released a new campaign, Media for Humankind, which aims to create a fairer and more transparent digital advertising ecosystem.
The campaign runs in line the company's brand mission "to transform media for the benefit of humankind", focusing on four key benefits it offers advertisers: reach, independence, objectivity and being open source.
It takes subtle aim at walled-garden platforms like Facebook and Google for their control over advertisers and their lack of objectivity.
Currently, the two tech giants control the majority of digital ad spend. Google reportedly controls half of local digital ad spend, raking in $4.2 billion of revenue from Australia.
"We’re working to make the digital advertising ecosystem a better place for everyone — marketers, consumers, and content providers," a spokesperson from The Trade Desk told AdNews.
"We want to build a more fair, transparent ecosystem, with data-driven decisioning at its core."
The campaign will launch with print ad campaigns unique to each region and will roll out across digital out-of-home, banner ads, social media ads, client emails and pre-roll videos.
The company will release further content in 2020 as it scales the campaign.
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