[jwie]

It’s a segmentation issue. The ad buy was for “people going to restaurants” but it might have been “people going to {type} restaurants.”

Thought it’s probably not that simple. A naive ad buy might not care to target, or targeting is too expensive and you’re ok wasting some impressions because it might be all-in cheaper, or {brand} has the media budget to pay to be in front of your eyeballs all the time.