[janalsncm]

It raises the cost per conversion, but whether that will translate to fewer ad-spend dollars isn’t clear to me. Maybe they will increase their budgets to maintain the same conversion numbers.

There was also an interesting Freakonomics episode on whether ads work at all. The incentives for advertising aren’t exactly rational. What’s good for a company isn’t always good for an individual working in the ads department of that company. Plus, the money is often there whether it works or not, and advertising departments will always insist that they do.