The fact that there is a huge gap between the percentage of time consumers spend online (it’s high) and the amount of money major marketers spend advertising online (it’s relatively low) drives executives at Facebook, Yahoo, AOL, the New York Times and every ad-supported startup out there completely nuts. At conferences and panels, these web execs like to blame the problem on poorly educated advertisers. We need to do a better job explaining how the internet works, they’ll say. Content Continues Below Online ads aren’t interruptive or engaging enough, they’ll suppose. In both cases, they’re right. But only partly. A huge–$65 billion huge–part of the online advertising problem is that web marketers...