But that's not at all what happens. First, the plumbing company buys ad space from that morass of companies in the article's diagram. Then the add distribution

But that's not at all what happens. First, the plumbing company buys ad space from that morass of companies in the article's diagram. Then the add distribution network decides who sees the ads. And in the specific case we're talking about, users didn't see the relevant ads until after they made a plumbing purchase. So it failed at every level. They don't appear to be targeting people who are in the market for plumbing supplies and hitting a few who already have them, from what we can tell. They appear to not be targeting people who are in the market at all until after they're out of the market.