Up to this point, if you could amass any sort of audience, it was easier and more lucrative to monetize via ads than attempt user subscriptions/micro transactio

Up to this point, if you could amass any sort of audience, it was easier and more lucrative to monetize via ads than attempt user subscriptions/micro transactions. I recall hearing that VCs would advise their consumer apps NOT to monetize at all so in acquisition talks they could position potential instead of actual amount / user.