It's no longer enough to be a leader in content.

Perhaps to please investors but certainly for competitive advantage, media companies are increasingly positioning themselves as advertising-technology firms and putting significant money behind the assertion.

Notably, some of the most successful digital-native publishers are now launching their own ad exchanges or demand-side platforms. The tools are designed to help advertisers buy space in a programatic and cost-effective manner across many related sites -- and at scale.

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Everyone loves a Cinderella story. Whether it's David slaying Goliath or a college basketball team's unlikely journey from dark horse to Final Four contender, it's hard not to root for an underdog.

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