I think the dirty not-so-secret of advertising is that for most content on the web the ads are awful, poorly targeted (or at best basic retargeted). Many content producers want to focus on building great content, so advertisers go for low CPMs and spray and pray. This is why the brands are so interested in Facebook and other platforms that seem to be able to deliver great content and are, increasingly, willing to pay the differential.<p>It&#x27;s impressive to see StackOverflow putting this together in-house and I imagine it&#x27;ll continue to be a competitive differentiator for companies that can pull it off going forward.