Yeah, this is why the whole ad industry is moving to automated bidding which gives a bidder more rooms to improve. Clicks maybe a relevant proxy for the perform

Yeah, this is why the whole ad industry is moving to automated bidding which gives a bidder more rooms to improve. Clicks maybe a relevant proxy for the performance but still the most important metric is ROI which cannot be accurately predicted at the moment of bidding. Sadly, there's a huge conflict of interest between user privacy and relevant ads targeting here; we currently cannot accurately measure ads performance even with the current privacy-invasive practices and this will get even worse without them. This is why I think user-tracking needs to be standardized in a more explicit way; more accurate and reliable tracking can significantly improve ads relevance while it can give some level of user control and transparency by default. Of course, I'm 100% sure that this won't come anytime soon.