Sometimes I think about the heyday of magazine publishing when brands would throw money at a publisher for a piece of paper with the hope that it might drive business. No one actually knew if it drove business, but hey, you could at least see it.
With the internet, everything became trackable. If you click an ad, I know it. If you sign up for a webinar, I know it. I also know which ad drove you to said page. I know so much more than I would have if I had purchased a magazine advertisement.