The following third-party study shows an incredibly poor participation rate by websites in what is probably the dominant "website monetization" method. I'm concerned I have read way too much into this lack of participation by websites. I'm looking at it like 2/3 of website operators fail to monetize their web traffic and are letting that potential income go down the drain. I'm looking for some other perspectives to explain why only 1/3 of website participate in ad networks operated by some giant companies (such as Google, Amazon, Microsoft, yahoo etc)? Here's the link: https://w3techs.com/technologies/overview/advertising/all