> It is assumed that ad spending will always be worth it This is mostly true. If it wasn't worth it, businesses wouldn't spend money on it. At my last startu

> It is assumed that ad spending will always be worth it This is mostly true. If it wasn't worth it, businesses wouldn't spend money on it. At my last startup we spent money on ads that were worth it, for us, so we stopped. We also found ads that were worth it, so we spent more. > ad revenue will always increase Ad revenue is cyclical, it's often the first thing to get cut and the first thing to come back, but it's always going to be there in some form barring a completely new economy. > the market for digital advertising and targeted digital advertising in particular will always be large enough to support the behemoth that it is today. Advertising shifts around from time to time (e.g. print->TV->online), but it seems unlikely that it's not going to be digital for the foreseeable future, and targeted will likely always outperform non-targeted. That's not to say it will stay at any particular company/property/app/etc. but unfortunately at this stage it's probably only going to concentrate and migrate from one behemoth to another like it has for most of the history of the industry. (I work for Google but not in AI, search or ads)