even big publishers like Yahoo can't do that because there's an average of 20 companies between then and the brands advertising. publisher would love to be alone in the field and pocket the .20 per click. but ad agencies go a long way to doubt the publisher reports etc and try to pay less.
every month a new layer show up, with the sole promise of allowing the ad vendor to pay less for the publisher. the fad du jour is viewable.
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even big publishers like Yahoo can't do that because there's an average of 20 companies between then and the brands advertising. publisher would love to be alone in the field and pocket the .20 per click. but ad agencies go a long way to doubt the publisher reports etc and try to pay less.
every month a new layer show up, with the sole promise of allowing the ad vendor to pay less for the publisher. the fad du jour is viewable.
But the other way could work. A service like Cloudflare could become an ad network and inject ads in transit.