This is a good explanation of “price discovery” on the consumer side. The added benefit is also that there is price discovery on the Advertiser side. A bulk of

This is a good explanation of “price discovery” on the consumer side. The added benefit is also that there is price discovery on the Advertiser side. A bulk of advertising is auction based, which allows the advertiser to express their willingness to pay for a given audience. So in theory, both sides of the transaction can be optimally priced.