How about publishers start spending more on R&D and less on useless law suits. Ditch the whole ad-network/ ad-exchange model and start offering native ads. Ads

How about publishers start spending more on R&D and less on useless law suits. Ditch the whole ad-network/ ad-exchange model and start offering native ads. Ads that are deeply embedded in content. Sure they would have to hire more designers and content writers to come up with these ads more frequently but it might be the right and/or only alteration of business model publishers have to opt for. Partnering up with third party businesses directly and ditching the useless middle man (aka ad exchanges) would be better.