View the evolution of online advertising in this video by the International Advertising Bureau (IAB):
And be confused…
So what’s so wrong with going back to the basics?
Before your come up with answers, let me remind you that large Publishers often sell their premium space in a manual direct fashion with lots of fancy paperwork. They get big bucks to do this. Their leftover inventory goes to PMP’s (private market places) where impressions are sold in an automated guaranteed fashion, and then finally their ad exchange takes out the trash on the open market.