How the internet makes its money

Almost everything you use online is paid for by advertising, and almost none of it works the way people assume. Learn the auction that prices your attention billions of times a day, why the highest bid often loses, the supply chain that carries an ad to your screen in a tenth of a second and eats nearly half the money on the way, and why measuring whether any of it worked is genuinely hard. Finish able to read the ad-funded internet as a system of auctions, incentives, and honest uncertainty.