Imagine a world where, if interested in baby stuff, you paid money for articles on baby stuff, and advertisers knew to buy pages of ads among those articles; or

Imagine a world where, if interested in baby stuff, you paid money for articles on baby stuff, and advertisers knew to buy pages of ads among those articles; or if you watched TV shows about people doing baby stuff, advertisers knew to bookend those shows with baby stuff? Research shows contextual advertising (the way it was done for ever before retargeting became a thing) beats retargeting for both purchases per dollar of ad spend and consumer appreciation / satisfaction (versus annoyance).