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What's their definition of "traction" if people literally don't have a choice?
Traction is a marketing buzz word, as though they're trying to say "Our pilot project was a success because x number of people viewed our ads."
But that's completely meaningless because a) they didn't choose to do so, and b) YouTube has no fucking idea if any of those people actually watched the ads or turned elsewhere until they were done.
I hate the modern world. I really do
Clickthrough rate?
And any study like this is incorrect. Adbockers haven't caught them yet.