Why SO Little Participation In Ad Networks?

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According to this report by W3Tech where they sent a bot out looking for ad network code on websites they found an astounding 80% of websites do not participate,

I'm looking for reasons why names like Google, Amazon, Microsoft, Yahoo and a couple hundred other companies are only able to penetrate 20% of the market (sic. websites)?

Also, opinions as to what type of websites make up the 20% that DO participate. My hunch was that they were mostly bloggers but when I surveyed a Wordpress meetup (a very small sample though) no one was using one nor were their clients (there were some developers there).
#networks #participation

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