Looking at the very basic model, an advertiser wants to pay $X to a publisher to place ads. Therefore, publisher should get $x - overhead cost. But instead most of the profits are going to the Big 3.
Therefore, we should have a non-profit system that provides a marketplace for transactions and only charge overhead costs.
Therefore, maximizing profits for the publishers and advertisers.
Since, there is a big community of developers in HN, you guys should lead the charge.
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