My theory is that all is faith-based. Because the amount spent on advertising is relatively small, advertisers are happy to spend whatever the publisher asks, a

My theory is that all is faith-based. Because the amount spent on advertising is relatively small, advertisers are happy to spend whatever the publisher asks, and their management will still be happy. As long as both advertisers and publishers believe they provide value to each other (and they definitely do, they just don't know how much) the model is not questioned and everybody 's happy. Online banner advertising is often similar , with the major difference that there is a limited 24 hours in a day in which the TV budget gets allocated, while there are vastly more publishers on the web.