Publishers definitely get hurt hardest because volume and quality of traffic is more important for them, less so for exchanges. They're the ones who are the "hu

Publishers definitely get hurt hardest because volume and quality of traffic is more important for them, less so for exchanges. They're the ones who are the "huge fraction of news sites [you] visit [that are] including banners that tell people to whitelist ads, or anti-adblocking technology outright". > maybe it's that impressions actually do matter to revenue in some cases and we haven't completely moved over to conversions yet, or maybe it's that advertising increases consumer spending even without direct conversion rates, I mean you're right. Branding campaign spend just wants to eat up impressions and don't care much for click or actions. They're a large amount of $$ spent, but they also benefit the least from tracking so they can basically be shown to anyone. Tons of available inventory for them. But there's tons of money in more targeted CPA, CPC ads too. Disclaimer: I mostly knew things from the RTB angle maybe 3 years ago. I may be out of date with where things are at.