I don't think new value is created. What's happening is that value that used to be kept in-house is being absorbed by the AdTech middleman ecosystem. The clas

I don't think new value is created. What's happening is that value that used to be kept in-house is being absorbed by the AdTech middleman ecosystem. The classic example: When the local supermarket ran an ad in the daily printed newspaper, the publisher kept basically 100% of the ad spend (minus the marginal costs for newsprint, ink, and the labour to deal with the ad copy. Now they submit an ad to some network which generously kicks some percentage of that revenue back to localnewspaper.com. In this case, I'd expect that some of the money being thrown at Cooler Screens is coming from other ad spend verticals-- maybe a few less TV ads or one less page in the weekly newspaper circular. If Walgreens built their own screens it would still be a stupid idea, but it would probably be more cost-effective than paying someone else who owns the technology and is probably mostly interested in making a pitch to go public some day.