I have often experienced: - Advertisers who don't understand what they are doing with automated systems [1] - Advertisers whose specific target is too smal

I have often experienced: - Advertisers who don't understand what they are doing with automated systems [1] - Advertisers whose specific target is too small, so they widen the net [2] - Advertisers who would rather waste a bit more money to keep the net wide [3] Point 1: remember that plenty of advertisers are old-school, they're used to signing off campaigns over lunch or drinks, not to fiddling with settings on a website. Hell, I'm 23, so far from oldschool, and a.) I have often chosen less targeted advertising options (based on performance of KPIs) and b.) I don't like getting involved in specific stuff like Facebook advertising - I hired someone to do that for me, but maybe if I knew even less about it I wouldn't have even thought to do that. Points 2/3: Some people are going to be your target audience without the data showing it. Just because someone doesn't list SAP as a skill, doesn't mean they don't have it. Just because they aren't in Germany, doesn't mean they wouldn't consider moving for the right opportunity. Just because someone isn't a fan of McDonalds on Facebook it doesn't mean they won't be interested in a KFC advert. edit: Of course, LinkedIn offering poor features is also a possible explanation. As I said I've never used it (for advertising) and have no interest in exploring it as I only deal with B2C marketing.