DIRECT lines for seats the publisher doesn't own
3 −25 ptsDIRECT should mean the publisher controls the account. These seats are listed as intermediaries by the ad system itself, or are labeled DIRECT by many unrelated companies, so they belong to a reseller. Buyers who prefer DIRECT paths end up paying for an extra hop.
Evidence (3)
line 1 facebook.com, 343157279440661, DIRECT, c3e20eee3f780d68
→ why=the same seat is labeled DIRECT by 6 different companies
line 3 google.com, pub-5782287905414548, DIRECT, f08c47fec0942fa0
→ why=the same seat is labeled DIRECT by 5 different companies
line 9 unity.com, 1675209, DIRECT, 96cabb5fbdde37a7
→ why=the same seat is labeled DIRECT by 4 different companies seat_owner=Glority Global Group Ltd.