I agree that targeted advertising worked to some degree, you wouldn't advertise a Rolex in a suburban housewives magazine, a luxury yacht in a gardening newspap

I agree that targeted advertising worked to some degree, you wouldn't advertise a Rolex in a suburban housewives magazine, a luxury yacht in a gardening newspaper or a cheap alternative to butter in a cooking weekly. Today's online targeting have two flavors AFAIK, one resembles the old way of putting an add in a place where we expect people to react to it. The other works differently, they try respond to search terms or site visits and my feeling is that this kinds doesn't work so well.