So are you vetting apps, or are you giving the publishers full control? You can't eat both sides of this cake.

If you're curating for your idea of quality, you're controlling which ads publishers can display where. This isn't a bad thing; it's how virtually every ad network operates. But then what's different about this approach?

The risk factor is that with a traditional ad network, I know I'm buying a certain number of impressions in a certain period of time, with analytics. But if inventory is doled out whenever my publisher partner (or their algorithm) feels like it, then my holiday promo campaign is a crapshoot and I might have wasted both money and (worse) time. I'd pay a premium to get rid of this risk.