I don't understand. The difference between "ads" and "advertising" appears to be one of targeting/focus. It's hardly a revolutionary insight that the more targe

I don't understand. The difference between "ads" and "advertising" appears to be one of targeting/focus. It's hardly a revolutionary insight that the more targeted the ad the higher the conversion rate. And the author appears to be taking issue with how banner and adsense ads look. But he doesn't say how a more targeted ad should look, other than "simple". Basically marketing puff for the firms he mentions.