I think the big example is news sites. The keyword analysis tends to be completely unrelated to purchase intent (nobody wants to see car ads next to a wreck ph

I think the big example is news sites. The keyword analysis tends to be completely unrelated to purchase intent (nobody wants to see car ads next to a wreck photo, or "Travel to the Ukraine" next to the current tension) So you tend to see a lot of fallback to either localized targeting (the $city newspaper can show restaurants and clothiers in $city) or low-value "brand presence" ads. It's overall not going to have the hot targetability of, say, a review website that obviously points to buyables.