This advertising strategy benefits companies by making marketing more efficient and allows smaller markets to develop  Targeted advertising using the wealth of personal information left for collection and collation online makes business far more efficient for advertisers. Until recently advertisers were forced to use ads that went into the world basically at random, hitting everyone and not necessarily reaching the desired audience. This meant that producers could rarely target small markets, and thus advertising and mass media products all focused on large groups. [1] Thus small producers have been crowded out from the mainstream. With the advent of targeted marketing, producers can now afford to compete for business and to advertise their services to the groups that actually want what they have to sell. Thus businesses have been able to flourish that once would have languished without access to a proper market. An example of this is the targeting by niche fashion boutiques targeting the diffuse but expansive “hipster” market. [2] This has led to a more efficient business world, with lots of producers that can compete with the larger mainstream quite effectively.  [1] Columbus Metropolitan Library. “Using Demographics to Target Your Market”. 2012.   [2] Fleur, B. “New Meaning for the Term ‘Niche Market’”. New York Times. 29 September 2006,