Disclaimer: I do digital media and online marketing for a living.

I used to help lead the paid search group at a top search agency and had a real birds-eye view of where things were moving in that role.

Everything is moving towards audiences. While keywords and search queries are signals that highlight intent, ultimately the audience piece is what the advertiser cares about--that's just one component of it. This is why FB, Google and everyone else under the sun wants companies to upload their CRM data, and then they use that for retargeting (1st party, or 1P data), or building lookalikes.

Then you have Adobe and other companies trying to get companies to sell this data on a marketplace as 2nd party (2P) audience data for retargeting.

There are also companies like LiveRamp and others that try to get companies with login data to provide cookie matches against hashed email addresses to keep cookies fresh and prevent them from just being deleted once and forever. I've been approached by these companies, and always turned them down because it just felt dirty.

That said, this thread seems to draw the usual crowd of everyone who hates anything related to advertising. I'm not going to try to change your opinions because I know that is not going to happen. However the reason all of this data gets shared is because it allows better targeting which leads to more relevant ads, which leads to more purchases.

Think about that for a second.

People are purchasing more when the content is more relevant to them. Nobody is holding a gun to their head making them take out their wallets and hit "Purchase." They are saying "this product/service is relevant to me and I want to buy it."

In that manner, advertising is helping people who want to purchase said thing. The issue comes in with the fact that because targeting isn't perfect (and I doubt anyone wants the level of tracking needed to make it so), and because a lot of advertising is building awareness (not simply retargeting and reminding you to buy something you initially displayed interest in), it becomes intrusive in a manner people dislike.

Unfortunately, because of the data available, there's still plenty of people who say "hmmm, I didn't know about this, but it seems interesting, I'll check it out" and then they purchase. So from an advertiser's standpoint looking at a spreadsheet of data they see "this audience segment had a conversion rate of X and an ROI of Y" and they keep doing it if it is profitable because that is what they are optimizing for.

I actually enjoyed Jacques piece, and I do think that there is some very questionable stuff going on in the ad space. The example of a random app tracking and selling data totally unrelated to said app is a great example. Companies are finding that they can monetize their data without visibly degrading the user experience by showing ads, and still get paid on a CPM rate for it, so expect to see more of that.

At the end of the day, I say all of this to highlight the fact that often is left out of pieces like this, which is that things are the way they are now because it works. Advertisers wouldn't be doing it if it didn't work, which means consumers are voting with their wallets in large enough numbers to keep fueling this behavior. In Jacques restaurant example, he was put off by the restaurant special promoted on his phone. I'd probably behave the same way because I've developed an aversion to the more invasive aspects of my industry and I'm overly sensitive to it now. But Joe Consumer? They see a relevant deal that will save them money and say "hmm, I like what they are offering, and it is a fair price, I guess that just made my decision easier" and they go eat at the restaurant. So the restaurant sees that of all the Jacques that see the ad and keep walking, for the pittance they pay they get enough Joe's in the door to make it profitable, and they keep doing it.

The positive feedback loop created by more targeting leading to higher profits means that it is working and we'll see more of it until the feedback loop is broken. Ad blockers are one avenue towards attempting to break it, and legislation is another. The question is whether pulling on those two levers will be enough to reduce the efficacy of the feedback loop to the point where advertisers stop doing this.

And a final note to those who might respond to my post. Please note that I'm not trying to paint an overly rosy picture of what advertising does or in any way trying to defend some overreaching aspects of it. I think people should own their data and be entitled to controlling how it is used. That is not the reality of the world we live in though, and so I'm simply making observations about how it impacts the various parties involved beyond just the protagonist of Jacques' story. I think there are more "clean" ways of doing advertising, that rely on a strong creative message, etc. Or viral ads that get shared because they are creating great content. But at the end of the day the media person's job is to take that ad/content and get it in front of the audience they are targeting.