The cohort for someone repurchasing the exact same item within the following month is probably a lot higher than just showing an ad for some other random item. This probably isn&#x27;t a number like 20% more likely, it could be like 500-1000x. There may just not be enough data to exclude specific products. On the other hand retargeting companies definitely are over selling inventory to non sophisticated clients that should be excluded.<p>Targeting definitely works. A big entrepreneurial mistake is looking at things through your own eyes instead of those of users. Many brilliant coders can&#x27;t get a handle on the business stuff because they just assume everyone else thinks and behaves like they do.