> Advertising puts a price on the scarce commodity of attention

Why should I be allowed to sell my attention any more than I can sell my own kidneys? It's even worse because I let other people sell my attention for me and get nothing back. What point are you trying to make? The market for manipulating my behaviour shouldn't exist at all so I really don't care how efficient it is

> the highest value messages for both the audience..

Obviously not. If this was true then people would pay to see more ads and everyone knows that doesn't happen