They still do that. Large content sites still sell ads and can do so in any way they want, exclusivity deals, results oriented, click based, you name it. The in

They still do that. Large content sites still sell ads and can do so in any way they want, exclusivity deals, results oriented, click based, you name it. The inventory they can't sell directly they sell to Google or whoever is paying best at that time. They can even throw an ad view into ad networks to be bid on and show the winning bid ad to the user. The whole bidding war happens in real time for each user for each ad sometimes across multiple ad networks. I suppose a lot of people here know how real time bidding networks work but I was mind blown the first time I saw that.