Google is introducing a tool throughout its ad-tech products today that is designed to help publishers and buyers track ad-tech fees, a contentious area of programmatic where Google has not always been seen as an honest broker.
While the tool thus far has not revealed any hidden fees, programmatic execs would like to see more features that incentivize positive change.
The tool, called Confirming Gross Revenue, lets publishers see the gross revenue from a particular buyer.
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