I mean yeah it’s the old way to serve ads but it’s incredibly inefficient. Even an example as broad as sports.com, ESPN+ might want to advertise but they only offer their service in the US. They don’t want to pay for impressions from users in France, so a minimum would be geo targeting based on IP.

When you get down to medium and small business, I could have some watches to sell to sports dudes, but my campaign budget is $10,000 so I would only target men 40+ because 20 year old college football fans can’t afford the product.

I don’t like the ad ecosystem but people generally don’t want to pay subscriptions for websites but like the publisher’s content. Publishers gotta get paid somehow.