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The “aha” moment comes from the size of the underestimation.
One of our teammates searched for back pain solutions on his PC desktop; he then opened his Instagram feed. Within five minutes, he was getting the same ads in both places.
Only half of every dollar a brand pays for advertising is spent on the ad. The rest is consumed by intermediaries who provide a value-added service.
In EMs there appear to be more opportunities in ad-supported services because consumers are less willing and able to pay for an ad-free subscription.