This evolution makes sense to me. I expect to see other big pubs doing the same thing- launching internal ad networks and selling the ability to retarget their audiences which means buying and selling on the exchanges as they see fit:
CBS is launching its own internal ad network so it can service advertisers that want to buy demographics or remnant display advertising across CBS sites. The company said its internal ad-serving platform, Madison, can offer audiences based on demographics or online behaviors, within CBS properties.
Mr. Ashe said CBS will also pull its inventory from some, but not all, online ad exchanges.
