That's really not all that surprising considering that with digital publications you can show much more ads and advertisers limit how many views they're willing to pay for.

The interesting thing to know would be how many views are actually going towards non-inhouse ads.

Also not that surprising that the highest percentage of real advertisers are financial ones, as buying ads for those types of services return the best ratio of CPC/CPM to net profit.

It certainly is a big change compared to years past, but I fail to see how it's necessarily depressing (or even "bad").