A typical day at The Mail. MailOnline You're probably familiar with The MailOnline — the shrill, photo-heavy news site that revels in headlines such as, "Miley Cyrus goes bra-less in midriff-baring top (well, she was meeting Britney Spears' famous manager Larry Rudolph)."

Turns out the web site version of Britain's mid-market tabloid The Daily Mail is now America's third largest online newspaper, AdExchanger notes:

ComScore says MailOnline has well over 50 million monthly uniques globally and is America’s third biggest online newspaper with 19.3 million uniques behind the NYTimes.com and WashingtonPost.com.

Online advertisers salivate for inventory on MailOnline, but the company resists automated, so-called "programmatic" real-time bidding auctions for its space in favor of direct sales at premium prices.

Here are some facts that illustrate why the Mail has the power to ignore the RTB market: