How many publishers can reduce their reliance on ad exchanges remains uncertain. AdSense makes a winner out of everyone and even the smallest websites and advertisers can use this network. To understand the importance of ad exchanges and ad networks, consider how big of a role online marketing now plays worldwide:. The internet user is not aware of the RTB process since auctions last not more than a few milliseconds, just about the time it takes a webpage to load. If you have a smaller site, you should look into banner network click-through programs, which tend to have lower minimum traffic requirements.