Let's face it Shell and Raytheon have much much larger ad buying budget than probably any/all of your actual interests combined. If Shell/Raytheon/types target the same audience as smaller vendors with smaller ad buys, then they will always lose the auction. If someone has a $500/month budget, they will lose to someone with a $5000 budget. This is why I think these "targeted" ad pushers are the actual fraud.
Other mediums of advertising sell you a specific ad on a certain page of a website/newspaper/magazine/etc. You have no idea how many people really look at it. You make your decision on if the site/paper/zine attracts the crowd you are interested in. Buying TV/Radio ads also says for your ad buy you will get X number of ads in certain time spots, or for more money you can have your ad played during specific times during specific shows. Again, you have no idea on the exact number of people seeing/hearing your ad, but at least you know it's getting played.