Without the leverage that would have come from multiple teams bidding for their services, player salaries were artificially suppressed.

FORBES: Making Over Major League Baseball

Demand Side Platforms (DSPs) like DataXu came along to help advertisers make sense of multiple real time bidding opportunities in new ad exchanges.

FORBES: Ditching the TV Ad and Taking the Google Road to Brand Promotion

It utilizes multiple sources of advertising such as direct ads, house ads, ad networks and real-time bidding.

FORBES: iOS and Android Fourth Quarter Mobile Apps Ad Metrics