Don't forget that a lot of this is often driven by the brand managers who want to grow their budgets. If it turns out that they can't spend $1m on "45-50 y/o w

Don't forget that a lot of this is often driven by the brand managers who want to grow their budgets. If it turns out that they can't spend $1m on "45-50 y/o women in Florida" in a quarter, then their budget will get trimmed appropriately, reducing their stature and sway in the organization. The fraud problem in digital advertising is a hard cycle to break when there's people on the brand-side helping encourage it.