I used to work for a company that, in a roundabout way, presented advertising to consumers. And, I mean...yeah, of course they waited longer than 100ms for everyone to get their bids in.
What many people don't consider is that while the primary ad presenter is getting bids, many of those buyers are doing an auction to their own list of buyers, and some of those do auctions too, etc., etc. So a lot of those buyers would take longer than the time limit we wanted to come back to us, but they were usually some of our biggest buyers. The ones that didn't actually buy many ads would get discontinued, because we didn't want to slow down load time for someone that never actually won the bid. But the big buyers, we would generally loosen the time constraints.
The wording of the summary and article make it sound like the advertisers are cackling and holding up their pinky finger, smiting the populace with longer load times for the monies. The reality is that they aren't thinking about your load times at all, most of the time. You are the product. Load times really only entered the minds of business leaders when traffic volume was dropping.