In any case, the best targeting is often psychological, not technological. "I never read The Economist. Management trainee. Aged 42" is a magnificent example of microtargeting, even though it appeared on a poster. Why try to identify your target audience in advance when the right creative gets them to identify themselves? In mass media, the targeting takes place in the mind. And to suggest that the ad is wasteful because lots of people see it is dumb. Efficient advertising identifies potential customers; effective advertising can create them.