Even assuming the analytics are correct, what is the value in driving down bounce rate? Lower bounce rate doesn't inherently mean more revenue. I can, of cours

Even assuming the analytics are correct, what is the value in driving down bounce rate? Lower bounce rate doesn't inherently mean more revenue. I can, of course, use my imagination. But I am more interested in reading why a lower bounce rate is the future for media revenue. The quote near the end from Vox CEO is the best part of the article, but even it doesn't make the bounce = revenue connection explicit. I will also add that, if those analytics are correct, that is a crazy-low bounce rate. A 50-60% bounce rate seems super strong to me. Dipping well below 50% seems unlikely for any site with significant traffic coming from disparate sources.