We've definitely seen a rise of "advertising as content" where the ad itself is just so good that people will watch it for its own right vs having it imposed on

We've definitely seen a rise of "advertising as content" where the ad itself is just so good that people will watch it for its own right vs having it imposed on them. The Superbowl is a classic example here - some meaningful fraction of those watching are doing so for the ads vs any interest in football! But YouTube, TikTok, etc have all seen great success in organic/viral campaigns (Old Spice comes to mind). To answer your question - how might a superapp make advertisement "good" would probably be not only showing you an ad that you're likely to commercially engage (to purchase the good/service) based on your observed interests but also where the ad itself is something you're likely to find interesting/educational/amusing and not annoying, because in the latter case you'll like/comment/reshare to percolate it "for free" and amplify their campaign. And the interestingness can be judged based on your history of interactions.