Google Display Network – Why this innovation did not come from publishers themselves?

Just a few hours after we talked here on a potential outcome of giving all performance-based advertising to Google (or Microsoft), it was published what everyone knew, and it is the jump of Google into display advertising, what media considered to be their home. The Doubleclick Ad Exchange: growing the display advertising pie for everyone. What is key for us is not so much the response, logical, even awaited and welcomed but the problem diagnosis they make.

See more here:
Google Display Network – Why this innovation did not come from publishers themselves?