Ok, let's get specific about listicle crap like this then (aka native advertising). The formats, popularized by such ad networks as Taboola and Outbrain gained

Ok, let's get specific about listicle crap like this then (aka native advertising). The formats, popularized by such ad networks as Taboola and Outbrain gained popularity because publishers needed ways to drive additional ad revenue without adding what appeared to be more display ads. This happened to combine with the layout/design tactics of sites like Buzzfeed and HuffPo that have nailed the approach to keeping users engaged, clicking, and reading. Coincidentally, this also helped provide a source of content for sites didn't really care about drawing the line between journalism and sales. Not that more respected publications haven't been trying them--just with tighter controls over the advertisers (perhaps via direct sales only). Affiliates are all over these as expected, and if they can make it work, then that says something because affiliates operate on crap margins and have many other challenges. That said, there's almost certainly a significant amount of dollars in there from companies just testing it because you need to constantly be testing new traffic sources and approaches. In fact, I always recommend companies carve out a test budget that they can just consider wasted, and if it happens to perform or they learn something, then it usually pays off in spades. There are always those that are less savvy and tossing money away on wasted impressions. Then there are folks like myself who understand the limitations of the data, the nature of the medium, have their own audience data, etc. In many ways it parallels the differences between Wall St. and Main St. in the investing world.