The value of aggregation in ad business (and probably in most other verticals, too) is that 1 impression would have zero value, i.e., no advertiser wants to pay. 10 impressions also have zero value, so do 100 impressions. But when we get to hundreds of thousands to millions, all of a sudden the value spikes from zero to a non-trivial…
Associate Professor at the University of Vaasa. Based in Finland. If you'd like me to give a talk or workshop, please reach out via jonisalm@uwasa.fi.