In essence they cut out adtech middlemen who rake up to 70% of the ad revenue for themselves to run the real-time bidding which underpins tracking-based ads, an

In essence they cut out adtech middlemen who rake up to 70% of the ad revenue for themselves to run the real-time bidding which underpins tracking-based ads, and sold less effective content based ads but, by taking the revenue all for themselves, ended up way ahead.