Spotify
Spotify learns what users like, then fills their Home and mixes with similar songs. When the picks are good, users listen longer. Longer listening means more ads are heard in the free tier, so fewer people are canceling Premium. The ROI is that time yields revenue through ads and lower churn. An improvement could be to add a button asking why the user is skipping to learn their dislikes faster, helping new users stick.
LinkedIn ranks users’ feeds to show posts they’re most likely to tap. If it feels relevant, users open the app more often. More opens means more ad impressions and more chances to sell Recruiter/Sales tools. The ROI is that frequency yields revenue through ad views and product upsells. An improvement could be to let users pick a session mode, such as learning, networking, or hiring, so the feed matches intent.
TikTok
TikTok’s For You page learns what keeps users watching. Its ad system then shows promotions to the right people at the right moments. Better targeting means higher click and convert rates, so advertisers pay more. The ROI is that precision yields revenue because each impression performs better. An improvement could be to give clearer controls regarding why an ad is being shown to reduce fatigue without hurting performance.
