Targeted online advertising is at its most effective if you are a small player targeting a very niche market. When you're a well-known brand, you won't see the same ROI. Also, you'll be able to get away with a lot more than you would with a TV or print ad, that would require human verification.
Take something like Alex Jones' male virility supplements. There are numerous 'brands' selling this type of snake oil to vulnerable, ideologically zealous people. Brands like these are fly by night, they wouldn't invest in an ad on say, The Economist.
But you would definitely want that ad showing on someone's feed when they've already indicated they follow pages and personalities that make it obvious you're the target customer, i.e. an easy mark.
Take something like Alex Jones' male virility supplements. There are numerous 'brands' selling this type of snake oil to vulnerable, ideologically zealous people. Brands like these are fly by night, they wouldn't invest in an ad on say, The Economist.
But you would definitely want that ad showing on someone's feed when they've already indicated they follow pages and personalities that make it obvious you're the target customer, i.e. an easy mark.