That's true for click campaigns but what about view campaigns?

Couldn't Samsung, now releasing their new phone, buy a website's entire ad space for a month or two, let's say techcrunch, and tell them to serve their new phone's ad themselves? Samsung is in for the eyeballs just like when they buy those huge outdoor ads, but even better, no intermediaries.

The publisher would even optimize the HTML5 ads for loading and rendering speed, and have a selection of them so they could rotate them. I believe it could work well for physical items.