Also when these companies are selling ads instead of relying on native ads, some of the moves are made in anticipation of future revenue rather than based off c

Also when these companies are selling ads instead of relying on native ads, some of the moves are made in anticipation of future revenue rather than based off current revenue numbers. It is just like a startup that touts active users over any revenue numbers. Once you have people's attention, monetization was generally assumed. A company might therefore move video to Facebook as soon as they consistently see that Facebook videos get 10x the viewership numbers compared to videos on their own site only to later realize that inflated viewership number was wrong.