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Middlemen are not ipso facto unethical. The publishers have voluntarily opted-in to ad exchanges because those exchanges provide value by aggregating demand in
by jamiequint 7y ago
Middlemen are not ipso facto unethical.
The publishers have voluntarily opted-in to ad exchanges because those exchanges provide value by aggregating demand in a way that would be difficult for all but the largest publishers to do themselves (and the largest publishers do, which is why FB/Google/Snap/Twitter/etc all sell their own ads).
It's not as if anyone is forcing publishers to not deal directly with buyers. The exchanges certainly don't have the market power to do so.
- buboard 7y agoe.g. when facebook took the page followers that people worked to acquire, and made them pay for users who intently subscribed to them, that was undestandable from a revenue-generating side, but unethical. Also when google forces people to pay the google tax.