[SenAnder]

> The advertisers will want some measure of control over who sees the ads and some reporting on performance.

They don't get either for highway billboards or magazine ads, radio or TV ads, yet for decades they advertised that way. They want control and spyware, but they don't need it.

[JambalayaJim]

If they had the ability to track people on the radio, they absolutely would. There is of course lots of market research and demographic profiling into how people consume old media, the internet just allows them to do it more easily.

[polski-g]

If a makeup company wanted targeted ads for their dark-colored cream, they would advertise on BET instead of Hallmark TV channels.

They have traditionally had this functionality.

[SenAnder]

They have this online as well - advertise dark-colored cream on reddit.com/r/blackpeople, and light-colored cream on r/whitepeople. Tracking individuals is fundamentally different.