> The thing is I am not sure a large percentage of advertisers are aware of such things and adjust their expectations. True. Advertiser education is a big chal

> The thing is I am not sure a large percentage of advertisers are aware of such things and adjust their expectations. True. Advertiser education is a big challenge for platforms, agencies and marketing employees. Every time I go to a new company I have to educate people on the nuts and bolts so they understand how it works. By and large, they get it and the value gets proven in no uncertain terms. > Facebook and their ilk encourage you to believe their numbers even though they are mostly phony The tests I refer to get around that. If you spend $X on ads to one group and they come in the door and spend more money, how is that phony? And where are there actual ads stats on a campaign a company has purchased that are phony by FB? They've had issues around their marketing of ad statistics externally, but after well into the mid nine figures spent there in my career I've never seen a single phony ad stat, only mistakes we made ourselves that inflated/compressed our numbers. > I mean how many people do you know that haven't block ads that actually click on them without them making their ui so confusing that you do it by accident? You're thinking of content ads on low quality publisher that are trying to stuff as many ways to monetize on their site at the cost of customer experience. Those are total crap most of the time and, yes, often are not incremental. And of course, there's a population of people with ad blockers. But they still search, they still click affiliate links and they are still affected by larger brand advertising in the end. It is pervasive. > The market is overhyped Definitely not going to disagree there!