> I can't for the life of me understand why people don't put static ads that are relevant to the consumers of their content. It's kind of a matching and scalin

> I can't for the life of me understand why people don't put static ads that are relevant to the consumers of their content. It's kind of a matching and scaling problem. The ad publisher wants to have a well targeted audience that will convert well, while the website wants to generate ad revenue that won't drive people away. The problem is that the ad publisher probably doesn't want to deal with the hassle of negotiating with dozens of niche websites for their audience, while the websites don't really want to do the same either. Hence, the rise of ad exchanges, which offers benefits for the ad publishers (deal with only a handful of exchanges, all kind of ad targeting criteria) and the websites (deal with only the exchange, add an ad snippet to generate revenue almost immediately). The catch is that to extract the most money from ads, the exchanges do all kinds of tracking to figure out the most optimal ads to serve and we end up with the current adtech industry, instead of manually targeted static ads.