The way online monetization currently works is extremely inefficient for pretty much everyone involved, and it will change. I recently worked in the ad tech ind

The way online monetization currently works is extremely inefficient for pretty much everyone involved, and it will change. I recently worked in the ad tech industry and I know this first hand: publishers have been feeling the heat of dropping ad prices, advertisers have been seeing terrible ROIs, and consumers have been getting fed up with a poor online experience. No one is going to stop changes from happening - market effects are in play here. But change always comes with pain for some, and not everyone wants to directly be involved with that pain.