Targeted advertising allows you to deliver specific messages to specific audiences, and by specific audiences I mean a narrow cluster of people that has the pot

Targeted advertising allows you to deliver specific messages to specific audiences, and by specific audiences I mean a narrow cluster of people that has the potential to have an interest in your brand. This allows you - the brand - to reduce wastage. And in theory, it should reduce Ad Fatigue in the audience. Wastage because every time you miss a potential audience member, or you reach a wrong person, you paid to deliver a message that won't be heard/read/seen. If you think about it, this adds up - even with targeted advertising. Ad Fatigue comes from you being shown advertising you have no interested in (why are you seeing bunions cream if you don't have bunions), or you see too many times the same ad you start to notice it for the wrong reasons (imagine you see a re targeted ad from amazon for a product you bought 3 weeks ago, and for 3 weeks you're seeing daily the same product being recommended to you). In theory, everyone should win with targeted ads, in reality, it's being abused and it's saturating consumers. Not only abused by brands, but also by a consumer behavior/culture that aims to spend more. You can argue that one fuels the other, well, I'm not so sure about that, because cultural shifts are too big to be the agenda of anyone. In my opinion, they feed on each other.