“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.”
Tim Castree Named CEO Of GroupM North America Does WPP’s New Strategy Signify The Recoupling Of Creative And Media? WPP To Slash 3,500 Jobs And Consolidate More Agencies In Massive Restructure Agencies Laud Unilever's Retiring CMO Keith Weed Tencent: WeChat Is More Than A Product, It’s ‘An Ecosystem’ Multimillion-Dollar Oops! Google Will Pay Publishers For ‘The Night Of The Yellow Ad’ Advertisers Will Spend More Than Ever On Third-Party Data, Despite Privacy Concerns CEO George Colony On Forrester’s Acquisition Streak And Plans For Mar Tech It’s Official: S4 Grabs MightyHive For $150 Million»
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.
Add a comment