>I suspect Twitter has no real evidence that their value proposition to customers is worth anything close to what they claim What?? The value of their service

>I suspect Twitter has no real evidence that their value proposition to customers is worth anything close to what they claim What?? The value of their service is what their customers are willing to pay, which they've done so to the tune of BILLIONS per year. They would not continue to do so if they didn't get the value Twitter charges for their service. Customers care about return on investment, and if spending $1 on the platform bring in more value than that, then they'll continue to spend on that platform. It really is that simple. Ad platforms have tools to help customers make the most of their spend, but ultimately ROI will dictate how much they'll spend on it. I'm also a small-time Adwords user, and while I'm sure there's some click fraud going on, what I care about is getting more value per dollar than I spend.