I’m far from a marketing expert, but it seems like targeted metrics based ads might make sense for a startup trying to build a customer base with limited funds. It seems like it makes a lot less sense for a company like Nike where the market is everyone, and they simply need to stay in the public eye and be seen as cool. Making the Olympic uniforms, shoes for the NBA, etc, all support keeping the brand in the front of people’s minds and associated with cool. The effectiveness of the marketing is then measured with the stock price, not an AdSense dashboard.