A lot of the entire adtech world is based on the idea that these giant brands are spending more and more on online ads, and spending it rather indiscriminately.

A lot of the entire adtech world is based on the idea that these giant brands are spending more and more on online ads, and spending it rather indiscriminately. So if you can make a product that's JUUUUST good enough to get into use at some of the big ad agencies and to get onto the media planning budgets of massive brands, you're golden. In the DR (direct response) world, also affiliate marketing and so forth, the advertisers are only buying ads in so far as they generate sales/signups/whatever. More and more brands are jumping on the "our ads have to actually produce results" bandwagon, but most of the brand advertising you see out on the web is not held accountable in ways you'd expect.