It doesn’t really work that way. Most publishers have limited inventories of ad space and people spend only a limited time on their properties. They’re not ince

It doesn’t really work that way. Most publishers have limited inventories of ad space and people spend only a limited time on their properties. They’re not incentivized to reduce prices for what is already a scarce commodity: people’s attention. Bigger brands have HUGE media budgets. So smaller brands can compete only by making more targeted ads.