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@inthehands podcast ads seem to work great. That’s an example of the old contextual targeting model being used online. You don’t know the audience but mattresses still get bought.

But the contextual model isn’t available at scale because traditional media was killed and you can’t target contextually on social media hellsites where all the eyeballs are.

Hard for big advertisers to find a way back. P&G spent $10B on advertising last year. TV is the only contextual scale play left.