[novagameco]

The way I see it (and the way I see all OpenRTB advertising) is that we are helping to give a competitive edge to smaller, more independent sites so that they can survive against huge corporations like Amazon. Without higher yield advertising, independent publishers and new organizations can't survive and ecommerce sites can't compete. Unless people start paying for subscriptions to certain services or choosing to utilize smaller businesses at a higher cost and slower delivery times (which they will do neither of willingly), the open advertising system is the financial engine which keeps the internet from consolidating into a walled garden of just a handful of sites.