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Consumers are overloaded with uncoordinated or irrelevant messaging because media buying is happening through multiple uncoordinated specialty targeting shops. The good news is that the industry is showing signs of awakening—and advertisers who’ve been wasting billions of dollars with one-dimensional campaigns are now seeking out holistic, multi-channel media buying strategies. The ability to optimize from a single platform will empower agencies and their clients to gauge effectiveness by the strength of their connection with the audience across the open web, not just by crude metrics like the number of people reached. The question all advertisers must ask is not how to avoid fake news, but rather how to make sure that 100 percent of their advertising dollars align with content that reflects the broader value of media integrity?

With that in mind, here’s my take on how advertisers should be thinking about the balance between quality and reach: Focus on premium video: Running on high quality publishers is a better alternative. For example, unfettered by any constraints, our aggregate video spend has been growing by hundreds of percentage points every year because we focus on premium video content over UGC. Enforce more human oversight: At TTD, we have a full-time marketplace quality team staffed with data scientists and engineers who closely monitor, review and scrub site lists, making daily enhancements to our universal block list that is applied to every ad campaign. Insist on greater levels of decisioning and control: The media market dynamic is moving from sellers saying “I’ll tell you what you get” to buyers demanding “show me everything that’s available, and I’ll pick what I need.

At this year’s IAB Leadership Summit, P&G’s brand chief, Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain telling attendees, “We need better advertising to drive growth, enabled by media transparency, to drive a clean and productive media supply chain. Our industry needs to work together to embrace industry-wide transparency and viewability standards to combat poor media supply chain practices. One of the biggest issues in advertising is price discovery, and if there’s anything that we’ve learned from financial markets in the last 10 years, it’s that you cannot have a healthy market without price discovery. Furthermore, the industry’s transparency issue is exacerbated when ad-tech companies look more like media companies.

Here’s why audio offers marketers huge potential in the context of programmatic. Music, podcasts and audiobooks have become deeply integrated into our daily routine. Tailoring the perfect marketing message to a consumer’s daily routine isn’t easy—ruin the musical mood at your own peril. This type of immersive targeting through audio takes the more common contextual targeting one step further by matching it to a consumer’s daily habits. In fact, the IAB added new digital audio content up for review in its OpenRTB 2.4 specifications—speaking to the standardization of engagement with programmatic audio buyers and sellers.