Major publishers still make most of their money through direct deals with advertisers, even publishers that use Google's ad server (Google Ad Manager, formerly

Major publishers still make most of their money through direct deals with advertisers, even publishers that use Google's ad server (Google Ad Manager, formerly DoubleClick for Publishers). Auctions for remaining inventory, or for publishers who are too small to find it worthwhile to negotiate direct deals, seems to me like something that is here to stay, regardless of Google's involvement? (Still speaking only for myself)