There seem to be two points to this article; (1) CTR is a terrible metric for ad effectiveness, and (2) the web is an extremely rich medium for displaying ads,

There seem to be two points to this article; (1) CTR is a terrible metric for ad effectiveness, and (2) the web is an extremely rich medium for displaying ads, and there's still potential that has yet to be discovered. I'm not sure why the author combined those points in a single thought, but they're both valid, and (I think) very true.