That&#x27;s more or less impossible by definition. What isn&#x27;t sustainable is that advertisers tend to see over time lower returns for an equal investment in ads and that this trend has been fairly steady ever since online advertising became a commodity. Each new technology sees an initial (sometimes huge) uptick in clickthrough&#x2F;engagement&#x2F;conversion and then after a short while (and ever shorter it seems) the initial uptick transforms into a reversion to the previous mean and a subsequent steady trend downward. It has been exactly this phenomenon that has driven ad-technology and targeting forward and it&#x27;s the equivalent of turning up the volume on an amplifier because the people intended to listen are going deaf from the sound levels.