It’s no secret that real-time bidding (RTB) has become a staple of brand advertising. While brands are starting to see more direct benefits of RTB as an approach to driving sales, the industry still has work to do to ensure RTB lives up to its full potential and is seen as a credible tool for directly generating leads. Advertisers often don’t have a complete picture of the audience that is viewing their ads or the publishers where they appear, leaving them vulnerable to ad networks that cut their premium inventory with second-tier publishers in order to boost impressions. Many digital marketers see their ad budgets simply disappearing without a clear sense of the granular performance of their campaigns, and as a result, miss out on an opportunity to improve ROI. This obstacle is sparking discussion in the industry, but there has been little leadership dedicated toward finding a practical solution.