The pro-targeting argument always seems to forget the middle-ground of context-based ads.

This new snowboard company can advertise on snowboard-related websites, on snowboard-related google search

The magic "IA assisted silver bullet retargeting" that this snowboard company will be sold by yet another VC-founded adtech company almost always amount to "Oh this guy just bought a new snowboard, he probably needs another one right now, let's pay a mountain of cash to push him to buy another one on every website he visit for a week"