“There’s still a certain murkiness to programmatic [ad buying] that has to be addressed,” added Milligan. “With these new features, publishers and buyers are getting access to more analytics and reports to help them make better decisions.”
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Two of the new features are aimed at publishers: aggregate reporting that lets publishers track the performance of each site and advertiser-level reporting that allows publishers to see which advertisers are buying their impressions. The session depth indicators were designed for buyers, enabling them to better understand the “true value” of the impression they are bidding on based on how many ads have already been shown to a consumer during previous app or game sessions and other metrics.
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