For many proprietary trading firms, the initial phase of growth is fueled by paid media. Ads on social platforms and search engines provide immediate traffic, acting as a faucet that can be turned on or off. However, as a firm scales, the economics of... moreFor many proprietary trading firms, the initial phase of growth is fueled by paid media. Ads on social platforms and search engines provide immediate traffic, acting as a faucet that can be turned on or off. However, as a firm scales, the economics of this model often deteriorate. Customer Acquisition Costs (CAC) inevitably rise as competition increases and ad inventory becomes more expensive. To achieve long-term profitability, firms must transition from renting attention to owning it. This is the economic argument for investing in organic search assets. less