The raft of new technology innovations such as ad exchanges, ad networks and demand side platforms (DSPs), as well as in-house sales teams are all having a major impact on shaping the way we perceive the buying, selling, and reporting of advertising space.

There is one problem though. Among these changes, there is no consistency in the way in which the buying and selling of advertising space is reported, making it difficult to understand the true value and performance of the advertising space. Read more on Advertisers want consistent and easy to understand reporting…