Rolling into the BF week with the biggest numbers we ever done had me thinking: isn't strange that Meta consistently finds new placements when revenue needs boosting. Google creates new ad formats when growth slows. Platforms often report "headroom" in ad load. Revenue growth in e-commerce correlates with "new" inventory releases in most cases which brings the mostly unsaid fact out: Most of the initial decrease and "drop" over the years outside of economic changes and more competition, is just Artificial Scarcity to maintain the price control over the industry. Midwits think it's your creative fatigue and some ghost in Russian with your crossed out portrait on his wall living in a underground basement only trying to make your stuff worse. You just priced in. If you have any brain you already know that these platforms are running the most sophisticated "yield management" operation with digital attention as the commodity, similar to how airlines manage seat inventory. The key difference is they can theoretically "create more seats" (attention inventory) at will, but choose not to preserve pricing power. There are many documents from these platforms on Controlled Inventory Expansion: - Platforms have "real" inventory (actual user attention) - They also have "potential" inventory they can release by: Increasing ad load, adding new placements, expanding to new surfaces, modifying algorithms to show more ads, etc. Most platforms "print money" by releasing inventory and if you get the right connections you can BUY different lists, accounts, exclusion from their own bot traffic etc, BUT All platforms HAVE to balance this to maintain shareholder growth and predictable revenue stats on the papers.