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How much more effective would ad spend be if ads were solely served to people with a decent bit of disposable income? I would guess the return on investment is almost all due to buyers with cash to spend more than anything, and those 40% of Americans with like $400 in the bank (if those popular stats are to be believed) are merely an expense serving them advertising content for products they are unlikely to ever buy.

You already see this with some goods so its certainly at least somewhat effective, e.g. luxury watch ads in beverly hills contrasted with military recruitment billboards in south LA.