| Here's how a typical banner/adspace currently works: 1. The ad/banner space downloads a javascript file 2. Javascript runs, collects browser+cookie+other identifying information and sends it on up to an ad exchange 3. The ad-exchange systems cross-reference the information it receives with other information it already has (think huge low latency k/v store) in order to try to identify you further, perform cross-device identification, save more information 4. The ad-exchange system then rolls all this information together and fans out this package saying "here is a male aged 25-35 who likes ponies and bick shaving cream" to dozens or hundreds of partnered ad providers 5. Each ad provider looks at their content, finds a close match, and then bids on how much they would pay in order to serve content to this person 6. Ad-exchange receives all the bids and picks the second highest bidder (no idea why it's the second highest) 7. Ad-exchange then sends this second highest bidder's ad URL back to the waiting javascript running in the users browser, and ad-exchange marks the winning bid so it knows who won/who has to pay at the end of the month. 8. From 1 to here usually has an SLA of occurring in less than 170ms 9. User's browser then loads up the response URL and the ad displays Asking website operators to host their own thing is feasible, but perhaps not worthwhile. The big money maker in adspace is targeted advertising, and small sites will never have the infrastructure to be able to really identify anybody but perhaps their core users. Others have mentioned reverse proxies to make content appear as if it came from the target site, and that may exist, but the reality is whatever these guys do is currently being defeated pretty handily by community driven ad blocking. Perhaps we will eventually see what you're talking about though |
It's called a Vickrey Auction. It allows bidders to bid their true value (instead of trying to outbid all of the other bidders, as is what results from a first-price auction).
https://en.wikipedia.org/wiki/Vickrey_auction