The internet unfortunately has a lot of wastage in the system, with cheap processing + hosting costs, there is mass abundance.
It also means there is an abundance of clicks, these actions that consumers take, which get them on to your property.
At some point in the near future, there won’t be incremental clicks around, at the moment marketers have found more new ways to get more clicks through more & new ad formats ads.
That’s the zig, the zag is right around the corner, whereby there are only so much clicks to be had. What happens in that world?
Quality. Consolidation. A better internet experience.