Absolutely and you have your preferences. The "pull" model advertising tend to be extremely expensive. For example, search advertising in search engines. That i

Absolutely and you have your preferences. The "pull" model advertising tend to be extremely expensive. For example, search advertising in search engines. That is known as intent driven ads, where user is clearly mentioning their intent. "Push" advertising can work great as long as user is not bombarded with too many ads. Also, ad creative copy needs to be exceptional to make it work. In real work, a good example of "push" advertising model is billboard advertising or print advertising in magazines. Most people don't mind Apple ads on billboards (where they spend lot of $$) because they are done really well. Unfortunately, in push model on digital advertising is not always great due to poor quality of creatives or flashy/obstructive ads that distract users. Instagram does advertising surprisingly well but that's may by my opinion since I have seen lot of bad stuff in ad-tech. My GF works in textiles/product design world but loves ads on Instagram since she follows certain type of accounts related to work and she gets very context driven ads, which she loves. Similar to ads that you get in high end fashion magazine. Believe it or not lot of people buy magazines like Vogue for their advertising too. You can always mute ads from accounts that you don't find relevant. Some apps/companies are going towards providing ad free option (like Spotify) for users who don't want ads at all, I think that will get more and more traction in coming years..