This is actually a pretty accurate depiction of the cycle pubs went through:
The big question for publishers is what effect, if any, [RTB] will have on their businesses. In this, they have gone through an accelerated process of the Kubler-Ross stages of grieving. There was denial (another remnant channel), anger (our data is stolen!), bargaining (private exchanges), depression (maybe I’ll just join an ad tech company) and acceptance (let’s figure this out). And there is a lot to figure out.