Let's rephrase that

> I fail to understand the fuss about cookie based targeting

...because he...

> worked in ad tech for half a decade,

To continue

> It's not like cookie based targeting is very effective either

Then why's it being done? Because it doesn't work, or because it does?

> Instead most companies do the bare minimum and try to make a guess that is slightly better than a coin flip

Uh huh. From https://en.wikipedia.org/wiki/Online_advertising

"In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television. In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016"

That's the bare minimum. Right.