100% this. In the past, you would have to commit to a minimum of $1k/mo for local radio/tv/newspaper ads, and had no tracking and lagging indicators if the spe

100% this. In the past, you would have to commit to a minimum of $1k/mo for local radio/tv/newspaper ads, and had no tracking and lagging indicators if the spend was effective. Classifieds in newspaper were cheaper, but still more expensive than FB. With $100/day on facebook charged to your CC, from my experience, you could almost overnight turn on 2-3 quality leads per day. This was life changing for a significant number of people. This isn't possible anymore as you need to burn thousands to get enough learning to get scale with Facebook, especially if you're in the US with an audience that uses iPhones. Google Search ads still work, because they own the whole stack and they aren't impacted by attribution, but the prices have been going up significantly as people move spend towards channels with better attribution. All of this legislation and privacy advocacy is just a gift to Amazon/Google/Apple - everything is first party data for these "portal" businesses. Their ads will still work, and they'll have no real competition in direct-response marketing.