IMHO this is a terrible idea, because I guarantee you they’d screw up the categorization of “topics”. How granular should a “topic” be? “Financial services” is

IMHO this is a terrible idea, because I guarantee you they’d screw up the categorization of “topics”. How granular should a “topic” be? “Financial services” isn’t gonna cut it. Or how about medical sites? “Medical” or “health” are useless mean-nothing buckets, while “rectal bleeding” may be too granular. Ditto the issue of topic visit frequency - sure, someone visiting shoe sites multiple times is a thing, but how often is someone going to look for, say, mortgage loans? ~90%+ of people only gather two offers for home loans, for example. They can get that on one site in one visit. But they may have read a ton about it before on sites that may only have been tagged as “financial content” or some wish washy label. Data structuring for topics, occupations, etc. online or offline has almost never succeeded. Ever. I have never seen anyone do it well and I work in an industry that depends on it. Oh, and don’t even get me started on sets… Making this the basis for targeting is really only going to help sell shoes, fashion, porn, jewelry, and cars.