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If you check in at Starbucks, it's not Starbucks that would pay to talk to you, it's McDonald's. Just like Google, if you are searching "Starbucks", it makes no sense to show a Starbucks.com ad.

Don't sell the upsell opportunity short either. If you buy a lot of things at Starbucks, you could probably be more easily convinced to spend more on your next trip.

Again you do not have the luxury of delivering the message in the moment when I am actually interested in an answer.

It might be better than TV adds but it's not that different.

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