This is the key. Major firms that switched from outsourced “personalized” ads (ad networks w/ retargeting) to selling ads against content, found their ad reven

This is the key. Major firms that switched from outsourced “personalized” ads (ad networks w/ retargeting) to selling ads against content, found their ad revenue go up, and their advertisers found conversions go up. Turns out that 50 years of advertising industry had gotten pretty good at tailoring ad messaging and placement to content for moving product — much stronger than endlessly showing people ads for a product they just searched and already purchased.