The question then becomes is that 20-100% improvement over untargeted advertising as observed from the <i>advertisers</i> (not the agency or some tech layer in between) point of view also an improvement when compared with the same situation say 5 or 10 years ago. And if it isn&#x27;t then there <i>still</i> is a problem (but a smaller one, that may or may not be repaired in time).<p>And yes, targeting works. But non-animated banner ads <i>also</i> used to work, and they worked even better than quite a few targeted campaigns do today (hence the shift to performance based advertising rather than CPM and CPC campaigns, they are also much more resilient against fraud but much harder to properly set up).