These core Principles and their underlying measurable and verifiable metrics form the basis of a new way forward to navigate the increasingly fragmented media atmosphere advertisers face today. The undersigned are dedicated to making their exchanges compliant with these Principles. They give publishers and buyers alike complete self belief in a fair, obvious, and verifiable programmatic industry. We agree to hold ourselves to these standards, and to hold the wider programmatic market responsible to these Principles. We has to be good stewards of the advertisements dollars we’ve got been entrusted with.