There are three parties. Media Buyers, publishers and users. As a publisher, you can go with “dumb” platforms that don’t deliver quality users to media buyers because of relevancy, you’ll make less money m. Apple ad platform is 40/60 split but for media buyers, it’s not efficient so we spend less money on it. Assume publishers make less money with it as well.

We seen dumb platforms with linear tv. Go watch any TV with an antenna.