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The social dilemma movie and it's accompanying podcast "your undivided attention" are great on this topic.

The problem is giggle and fb are over selling their ads 60% of the ads sold are never even seen but a person.

So you've got all this data that this person has seen this ad 100 times so they should be buying it by now. But they've actually only seen it 40 times. And how much where they really liking it at