I believe this is almost table stakes for an ad platform these days. Marketers expect ever-more precise targeting to get better CPCs/CPAs/ROAS. This is especial

I believe this is almost table stakes for an ad platform these days. Marketers expect ever-more precise targeting to get better CPCs/CPAs/ROAS. This is especially true as an ad platform becomes more popular and CPMs naturally rise due to increased competition in the auction. When a company like FB/GOOG innovates in the ad targeting/measurement space every company will follow suit because their customers (advertisers) are going to ask for it. I believe market forces will continue to drive innovation in ads targeting until someone steps in and draws a line in the sand (eg regulation via the governement).