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I'm pretty sure Facebook is also an ad company, that just happens to use "scrapbooking" as a tool for livestock engagement.

We are doing big (Billions a year) of campaigns on google for various clients. All metrics either stagnated or stayed the same over the years while a lot of our clients now spend 10-30x more. The same goes for Instagram, Facebook everything gets really expensive and everyone is scared to quit. It's the opium for marketing departments.

Why is spend going up while metrics staying the same? Adblockers? People spending less/less disposable income?

The obvious one (not necessarily true, I hope someone could clarify): middlemen charging more?

What's an old and boring trope is "uses computers therefore it's a tech company".

So what isn't a technology company? FedEx is delivery company that uses technology. McDonald's is a fastfood company that uses technology. Intel is a technology company that uses technology. Oh wait....