Then they must be valuable enough for what you are paying. If they weren't, you would let Epson have them knowing they were losing money on them, and you would spend your money on better valued things.
Ad professional and ad firms probably get some cut of that but that is not very relevant. The problem is that the cost for the companies and hence the consumer is up.
You can test it yourself. Try to promote your website with Google ads and you will see the insane prices they ask for. Btw you don't know if someone else is paying that number, google tells you that that is the price.
Today ad auctioning is the ultimate scamming game. The force everyone to pay more, and nobody wins except the ad venue.