Advertising soda is always worth it without targeting. But advertising jigsaw puzzles might not be. That jigsaw marketing money goes elsewhere, not YouTube, and YouTube jigsaw people don't have a lot of ads for their videos, because nobody else is choosing to specifically advertise on jigsaw videos. Maybe even if jigsaw people do advertise, they don't have a ton of money to spend on ads, so jigsaw content is still hurting. But with targeting, there are effective ads on every video, and content matters more than ad spend targeted at your niche. People choose the content they like by watching it, instead of advertisers choosing the content they like by steering their spending. Because there are far more people than there are advertisers, this promotes more diverse content.
We could continue to make up just-so stories about the effects of targeting on niche content. But I doubt we would convince each other. Is there any research on this topic?
We could continue to make up just-so stories about the effects of targeting on niche content. But I doubt we would convince each other. Is there any research on this topic?