Publishers have always gotten the short end of the stick in online advertising. That comes as no surprise when you realize there’s just about a limitless number of places to run ads, but the technologies underlying online ads, especially placed through the automated real-time bidding auction process called programmatic advertising, also have been built in a way that gives advertisers and agencies much of the power. “The publishers have been left out of the bonanza of online ad wealth,” says Gartner analyst Andrew Frank.

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