The issue is that those are future contracts that expire in a few milliseconds, so by definition they are almost totally illiquid. At the same time you cannot

The issue is that those are future contracts that expire in a few milliseconds, so by definition they are almost totally illiquid. At the same time you cannot really force more time for the auction as users often spend less than a second in front of an ad screen. So you effectively have only a few milliseconds to sell them, otherwise you would have sold an already perished product... So I'm not sure the existing regulations regarding future contracts could effectively regulate this market.