Commentary

where do new dollars come from for premium publishers?

Well the government prints them, like everyone else, silly! A little closer to the ad transaction, however, an OMMA audience member made the interesting point that premium publishers might be able to participate in ad networks without hurting their bottom line (by devaluing their content) because, in at least some situations, dollars for premium publishers come from a different "bucket" than dollars for ad networks. So they can have their media cake and eat it, too.
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