In addition to the direct costs of operating ad networks, it's likely/possible that the poster is targeting different people with his ads than are the advertise

In addition to the direct costs of operating ad networks, it's likely/possible that the poster is targeting different people with his ads than are the advertisers whose ads run on his site. CLTV: Customer Lifetime Value. Roughly, how much revenue can you expect to earn from a customer over the entire time they interact with your business.