I've been watching Google and the way it's moving very heavily towards natural learning and how this can affect you're keyword research/ revenue; here's what I mean. It seems Google is getting very sophisticated with it's ads platform and will more likely show ads that you as a user is interested in, instead of ads that are related to the content on your page. I have done some tests, both with android devices, test vps, etc.... If you create a new Google account and browse the web, you tend to get pretty lame ads but after browsing for a while, depending on if you get some retargetting cookie or not you start to see ads specific to your habits as a user. This is good and might be bad in some ways. Typically if a user is always searching for playstation 4 cheats or whatever they might not be that valuable if they land on your site that is serving ads for lawyer services. That above example was a bit contrived but can you see where I am going here. If you rank a site for some keywords with decent CPM but you get users who typically search or watch minecraft cheats and you are relying on adsense, wouldn't that then skew the ads show to something about minecraft "if those ads exists" vs what you're content is built around?