Yes, share of voice is a lot simpler to reason about and is still done nowadays. It all comes down to yield maximization. One buyer may buy x% of impressions of

Yes, share of voice is a lot simpler to reason about and is still done nowadays. It all comes down to yield maximization. One buyer may buy x% of impressions of y quality, so the publisher/website will try to extract as much value from the remaining impressions by auctioning them. There's certainly a lot of lemons that are created in that process.