Do we know why data has made it easier to optimize for kpis like time spent on sites, but not for ad revenue? The pitch for so much ad tech is that it‘s the most sophisticated way to generate ad revenue, but no one’s making enough from ads.
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big reason is its tricky to track users across sites and revenue is somewhat downstream of clicking on an ad there was a good print on this from eBay's chief economist on this in the early-mid aughts, he did some fun experiements with google keywords (though he misses some bits)
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