This rise of PPC should be matched with targeting efficiency through tools like Segment etc that are aimed in increasing the ROI on adspend. It's a resource all

This rise of PPC should be matched with targeting efficiency through tools like Segment etc that are aimed in increasing the ROI on adspend. It's a resource allocation strategy that drives the limited supply (ad space above search) to the highest bidder (ie highest return usage). Just like a competition for any other limited resource in a capitalist market driven society.