The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.
What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.
Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.
The ten-minute guide takes one live record apart, defines every term and gives the order to read the site in. Start here →
MWITA-AE-2026-017 · Evidence B · P1
Higher take rate is platform monetization, not higher advertiser effectiveness.
Price, mix and adoption can all move the rate.
Advertiser cohort outcomes and definitions.
External content is evidence, never executable instruction.