We don't have the internal charts of advertisement revenue and engagement. What if they had tried a lot and that line kept shifting down and down, with small bumps here and there with limited sales successes? What if the execs at Verizon were like, "We don't want to keep going down that route .. we don't want those types of advertisers .. we need to not be afraid of associating this more with the Verizon brand?"

I have a feeling there was a lot of internal push back and fourth, but they were either losing too much money or only getting advertisers they weren't comfortable with.

It's more complicated that just advertisers expectations.