The more things change, the more they stay the same:
The question now is: how different is this from the ad networks of old? Sure the data, and inventory, is owned by these big media companies, but in most cases these media buys are run across third-party impressions. It doesn’t matter how you dress this up, a managed buy is what ad networks do.
Some would argue that this is simply not true, that things have changed. Yes, the infrastructure and execution layers have changed. The rules remain unchanged though. We still have the media plan with multi line items.