Hi, let me try to answer your last point, which imho is the most important. The problem is the type of ad, which is worth nothing. The data is just BS used in

Hi, let me try to answer your last point, which imho is the most important. The problem is the type of ad, which is worth nothing. The data is just BS used in order to dress up the selling of a worthless ad placement for good money; and yes, that data is also largely flawed. And even if it were not flawed, ‘guessing’ that someone who is supposed to be a certain age, gender, in a certain job, in a certain relationship, with or without kids, etc could be interested in a certain product is much harder than simply guessing that if you like these 10 or 100 songs, you may like this other song. And how is anybody going to ‘prove’ that all this quasi-magical targeting worked, when click rates are ridiculously low even for highly targeted ads? Imho targeting and ‘personalisation’ serve just one simple purpose: convince the marketer that he/she is doing the right thing, or what is considered right or best practice at the moment, and so that they are safe and are not going to be fired because, you know, nobody ever got fired for choosing IBM.