PointRoll, a Gannett company, has released its 2014 benchmarks report. Over 100 billion ad impressions -- which were both programmatically and traditionally traded -- were analyzed for the report, which intends to "explore the ways that advertisers successfully piqued the interest of their target audiences."

The entire programmatic ad industry has been headed toward "more control." It's why we've seen a slew of technologies arise that allow advertisers to buy only in-view ads, it's why private ad exchanges are rising fast and it's why "programmatic direct" spend is set to explode in the next 24 months. Rubicon Project has taken another step toward a "programmatic direct" future, a space the ad tech platform has been focused on for the better part of a year.