When Doubleclick emerged they were essentially self hosting ads. Back then the digital vision wasn't in those media centres. They got online quickly, but they

When Doubleclick emerged they were essentially self hosting ads. Back then the digital vision wasn't in those media centres. They got online quickly, but they were not operating active engineering departments. Their industry was news. Advertising was a supplement, not the primary business. Hindsight is 20/20, for sure, though. I think this is a good move by NYT. I only wish the companies I've been associated with had the kind of resources to do the same. But it's expensive to even start something like that. For many companies in the space the resources are already spread thin.