Seems like there’s a few major contradictions when discussing targeted ads. This article seems to claim that targeted ads may not be that effective. If that’s

Seems like there’s a few major contradictions when discussing targeted ads. This article seems to claim that targeted ads may not be that effective. If that’s true, why is my CAC on FB significantly lower after a few hundred pixel conversions? If that’s true and ads that aren’t targeted are cheaper yet just as effective, as the article claims, why are DTC brands spending so much on FB and not on less sophisticated ad networks? You’d think there’d be a pricing equilibrium unless we think that every DTC marketer is either incapable of calculating ROAS or they don’t care.