> The DC and countless other sites could charge higher if they just sold more direct. Whatever happened to 'disintermediation?' Instead they hand over the inven

> The DC and countless other sites could charge higher if they just sold more direct. Whatever happened to 'disintermediation?' Instead they hand over the inventory to a few lines of javascript because it's easy, lazy, and requires no salespeople. It's very hard to sell directly. You have to have significant scale for advertisers to even be interested in talking to you, and even if you reach that scale it requires a whole sales staff and tech support which, frankly, most (digital) publishers just don't have.