HN user
The "rise" in multiple micro networks is a result of people becoming faster and more efficient in how they use their mobile devices. I think this will be an ongoing problem for all of them - it's hard to monetize eyeballs that are on your site or app for a few moments before they leave again.
Selling lottery tickets can be a losing proposition. In many states, the vendor has to pay for the whole roll as soon as tickets containing half the prize money have been sold. So if I have a roll of 500 tickets costing $5 each, and the first ticket is a $5000 winner and the rest of the tickets only cumulatively win $4999, then I have to pay for the entire roll even though I've only sold one ticket.