Consumer behavior is not always intuitive. Even with vacuum cleaners, you're a magnitude more likely to purchase one again if you've purchased one in the past.

Consumer behavior is not always intuitive. Even with vacuum cleaners, you're a magnitude more likely to purchase one again if you've purchased one in the past. From there it's just a math equation for a vacuum seller involving their cost per acquisition and re-targeting spend. People credit adtech for knowing everything about them, but it's really not as smart or all-knowing as some give it credit for.