A single buying point to allocate budget across several channels.
A real-time, holistic view of reach, frequency, performance and return on advertising spend across channels.
An advanced toolset to use data to drive more intelligent ad buying on a per impression basis.
Direct competition - advertisers compete with one another for every single impression, driving up the price of ad space.
Sell one impression at a time - this maximizes the value of each and every impression with competing advertisers bidding on different criteria for that impression, ensuring that the publisher gets the best ad space price.
Transparency - more granular information on which advertisers are buying inventory and what they are paying.