It’s been festering for a while. Three years ago, I overheard (in SF):<p>&gt; <i>[Overheard]: Online advertising is getting bizarre; it’s almost like derivatives trading…</i><p>(original: <a href="https:&#x2F;&#x2F;twitter.com&#x2F;AlanHogan&#x2F;status&#x2F;268458504673693696" rel="nofollow">https:&#x2F;&#x2F;twitter.com&#x2F;AlanHogan&#x2F;status&#x2F;268458504673693696</a>)