Again, I'm speculating, but if I were setting up a large site, and I was a premium brand, what I would probably do is this. Number one, some of my advertising would be direct sales. I have a sales team. I can actually go out to advertisers directly. I can acquire that. Because it's premium, that means I'm getting a better return on that, because it's premium space—the home page of the National Post, for example. However, the National Post online publication is a large one, so they are not necessarily going to be able to sell all that space. What you might also do is supplement the inventory that you are not able to sell directly by linking in through Google, or anybody else—again, there are a number of other networks that exist—to essentially fill in the unsold inventory through open markets, through the opening auction system, through the networks. What happens is that the premium advertising that you control is your direct sales, and then there is a backfill that's happening with the automated things.
There are also emerging forms of automating the entire process—again, doing it either entirely by open auction platform, or also through narrow one-on-one transactions.