Keith Bontrager, one of the forefathers of the West Coast Mountain Biking scene, coined a great phrase: “Strong, Light, Cheap - pick two”. As a keen cyclist, it inspired a concept I've been toying with to describe the ad ecosystem called the ‘Impossible Advertising Triangle’, where we try to deliver experiences that benefit publishers, advertisers, and consumers. For the last two decades, the ad industry has largely served the interests of the two: publishers and advertisers. To this day there...