Possible, the double-blind auction system both platforms use is set up to be abused they can pick the floor price even when there's no competition, it's not a true auction for attention, so there's plenty of margin to extract if an open protocol can gain enough inventory

Advertisers will apply move some of their budget to these networks if the CPM and CPC is lower, even if targeting isn't as good since display networks are about top of funnel, brand and reach