I can have my inde­pen­dent blog, but if it’s not being pro­mot­ed through one of these net­works, nobody sees it. If it’s not being inject­ed in one of these streams in a for­mat that’s con­sum­able in one of these streams, that’s com­pat­i­ble with what they call native adver­tis­ing, which is stream items that are ads, then it doesn’t get seen.