CTR is at about 9% right now (industry is about 2%). The difference here is that the user gets to decide whether or not they participate, and to what degree (up to 10 ad notifications per hour presently). Ads are selected via a machine-learning component on the user's device, so with greater diversity of advertisers and inventory, relevancy increases. And, users are rewarded NOT for their clicks, but rather for their attention. If an ad notification appears, and is ignored, you're still rewarded 70% of the associated revenue.