The Trade Desk, the popular demand-side platform that marketers use to buy digital ads, published a list of the 100 most premium publishers across the open internet today.

The list—which includes TV, web and audio publishers globally—is part of a report on the rise of the premium internet. The DSP has recently positioned itself as a purveyor of premium media on the open web, following comments from CEO Jeff Green during the company’s earnings call this month.

“The walled gardens have all this opacity,” Will Doherty, vice president of inventory development at The Trade Desk, told ADWEEK. “This is where the best shows, content and journalism lives. You know these brands. You know this content. Let’s put it in a really tangible form.”

The 100 publishers on the list published today are also on The Trade Desk’s SP500+, a platform that lets brands buy from the 500 top publishers. SP500+ has not launched widely yet, and a Trade Desk spokesperson wouldn’t share an official timeline.

To create the list, the DSP measures publisher criteria like the quality of the ad experience, the quality of the content and supply path transparency.

Historically, adtech firms like The Trade Desk have directed brands to the best audiences and not the best publishers. But as third-party cookie deprecation makes it harder to find audiences and quality issues within the internet become more apparent, that paradigm is changing.

The Trade Desk plans to put out a list of the top 100 publishers every six months, Doherty said.

“We hope by refreshing this list all the time, we’re helping the conversation around how great the open internet is. Lists are a practical way to get some attention,” Doherty said. “We hope that it creates more conversation over these publishers. A little debate is not a bad thing.”

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