Both advertisements and signatures have been with us in the analogue realm for ages, the society has learned about their usefulness and limits. We have learned that it’s (usually) hard to judge the impact of a single ad, and that the process of actually validating a contested signature is not trivial. There is a good reason why the law requires more than a single signature to authorize the transfer of real estate.
Both concepts have been translated to the digital, online world.
And in both cases, there were promises that the new, digital and online versions of ads/signatures can deliver features that their old, analogue counterparts could not do.
For ads, it was the promise of real-time tracking of their effectiveness. You could do “clickthrough rates” measuring how often the ad was clicked by a viewer. The holy grail of ad effectivity tracking is the fabled “conversion rate”: you can measure how many people actually bought your product after clicking an ad.
For signatures, it was the promise of automated validation. If you get a digitally signed document, you should be able to actually verify (and can have 100% trust in the result) whether it was really signed by the signatory. Remember: in the analogue world, almost nobody actually does this. The lay person can detect crude forgeries, but even that only if the recipient has access to samples of authentic signatures. In reality, a closer inspection of handwritten signatures is only done for important transactions, or in the case of a dispute.
So how did things work out after a few years of experience with digital ads and signatures?