One of the biggest issues that advertisers and publishers struggle with today is profitability. At one time, roughly $0.85 out of every dollar spent on an advertising campaign made it to the publisher. However, over time, more and more middlemen have been taking a cut. Modern advertisements are often bought and sold on exchanges, and these companies invariably skim a bit off the top along with ad agencies, sales houses or anyone else that is involved with a campaign. The added hands and complexities lead to increased waste, and this has led to only about $0.35 making it into the pockets of publishers by the end of the process. On top of all of this, the fact that there are so many moving parts means that it can take advertising creators months to be paid after the contract is fulfilled.
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