Henry T. Ford famously said about the Model T in 1909 that buyers could get a car in any color, as long as it was black. Whether it was because the paint dried faster or because it was cheap and durable doesn't matter at this point. (The whoosh sound Ford heard next was the sound of painted Chevy's flying past Ford in sales.) As a commercial strategy, in retrospect, it seems silly
And yet that is what the vast majority of ad networks are telling brand advertisers these days -- "you can have any kind of advertising you want, as long as it is the kind we sell" (mostly standard IAB banners)- or perhaps -- "you can appear on any websites you want, only we can't tell you which ones, exactly."
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