Some good complementary links on this topic: • "Ads Don't Work That Way" (https://meltingasphalt.com/ads-dont-work-that-way/ https://meltingasphalt.com/ads-don

Some good complementary links on this topic: • "Ads Don't Work That Way" (https://meltingasphalt.com/ads-dont-work-that-way/ https://meltingasphalt.com/ads-dont-work-that-way/) • "Why Online Ads Haven't Built Brands" (https://adcontrarian.blogspot.com/2019/01/why-online-ads-havent-built-brands.html https://adcontrarian.blogspot.com/2019/01/why-online-ads-hav...) Both discussing theorems for how advertising actually works, and why targeted advertising is counter-productive (for medium-to-large brands, anyway). The basic premise is that advertising works by seeding common-knowledge within a society. It's important not just that I know that Nike makes cool sneakers, but also that I know that my peers know that. Otherwise, how can I be sure that my idea of cool sneakers is the same as everyone else's? Culture exists in the interactions between people; for brands, hyper-targeted ads risk focusing on individuals and not cultural influence.