Direct buying and selling requires ::effort::, thinking, spending on expertise, and salespeople. Dumping ads into a network that quotes absurd numbers and promi

Direct buying and selling requires ::effort::, thinking, spending on expertise, and salespeople. Dumping ads into a network that quotes absurd numbers and promises everything requires pressing a button and going to get coffee. This. Online advertsing is a micro-transactions model. With print and Tv you have a single touch-point with the publisher or network, and they have a single-pipe-channel to N users. With online, the content is de-fragmented into individual sales units on an individual users screen. Each pixel of real-estate is de-bundled and needs to be bought/sold/negotiated. That is a massive amount of cognitive overhead on the business side. And, on the creative side...there is way too much variation/uncertainty about the context to fully tailor the creative elements to each user/context (way too expensive). This explains the huge "value add" of reducing complexity. If you can sell remnants with a 1-click solution, you just saved somebody some pain. And that guy/gal has a budget and needs to make numbers...so you can negotiate a cut.