This. Everyone and their grandma decided it's cool for Google and others to decide what should display on your website next to your content because of "magic on

This. Everyone and their grandma decided it's cool for Google and others to decide what should display on your website next to your content because of "magic online advertising". How much of the efficiency of online advertising comes from the actual "art" of tracking users and their preferences to display "personalized" ads vs the "efficiencies" from firing/outsourcing your marketing, ad sales and creative workforce.