> I'm pretty sure that, the more we learn about how well advertising works, the less money people will be willing to pay for it. That sounds like a statement f

> I'm pretty sure that, the more we learn about how well advertising works, the less money people will be willing to pay for it. That sounds like a statement from someone not very familiar with advertising. Minimally it's contrary to the agency model & its incentives. A lot spend (the majority?) goes through that model, and it's not likely to change any time soon. And if anything GDPR, will increase it. That said, even as measurement & attribution improves, the reality is that the effect will be shift to spend around. The better an advertiser can identify waste, they better they can redeploy that spend. Because that improves the ROI, the less it hurts the margin, and the more it makes sense for them to spend.