I'm saying they can't get attribution from this unless they are a major publisher. There's no choice there. This essentially means that bigger companies (that do direct advertising) can make more than double the revenue from ads as small companies.

Of course the small publishers could let the ads networks host their content (in an iframe?) to recapture that revenue, but then we end up in a worse privacy position -- as there only end up being a few hundred first party hosts on the web that host all of the content and can track you with first party cookies!