I didn't write the article, but taking a stab in the dark as to what the author could be thinking: Efficiency relates to waste - not showing ads to people who d

I didn't write the article, but taking a stab in the dark as to what the author could be thinking: Efficiency relates to waste - not showing ads to people who don't care about the product/service being sold in them. I believe the argument being made here is as people get more used to ads, they become less likely to click them - therefore the ads stop showing themselves to the users (as they are not being clicked), thereby resulting in less overall performance as you are potentially not showing ads to people who could be on target.