[tomaszs]

The competition is not against current bidders, but also against historical bidders and averages. It means that even if no one is competing for a ad place, you play against virtual bidders.

That's one reason why ads are so expensive, maximizing bids by companies with high LTV causes bidding to be too expensive for bidders that didn't max out LTV in terms of very wide market.

It's especially troubling because impression campaigns also max out bids.

All in all having a good ROAS is not trivial for conversion based campaigns

[skwee357]

I knew that this industry is full of bollocks!

Thanks for sharing, I learned something new.

[tomaszs]

My pleasure. There's a lot of interesting things in that industry. For example ads are mostly clicked by babies