She is less 'owned' by the publisher, broadcaster, or online or cable systems operator. They fail to see that a fundamental evolution and change are occurring. They exercise the old media metrics and practices in a new media experiments. Their experimental situation is akin to that of the established physicist one hundred years ago who persisted in applying Newtonian theories when the replicable evidence of the Michelson- Morley experiments was already indicating what would later be called Relativistic effects. Advertisers don't need publishers as much to reach consumers.
Advertisers operate their own websites, equal to publishers.
The texts of ads are no longer resident on the publisher's website, but are on, operated, and controlled by advertisers on their own websites. Publishers are relegated to publishing hyperad links which say, in effect, 'for information about this, go outside our publication'. Consumers need not be fully exposed to advertising on a publisher's website, as they would be in print. They aren't forced to click into a hyperad the way they would be forced to see an adjacency in print. Advertisers can publish and broadcast, create changing and compelling content as easily as can publishers or broadcasters, from advertisers' own websites.