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… the problem is that our new digital overlords have taken over the industry and persuaded marketers that hyper personalisation and targeting is the only viable approach. It’s a complete fallacy. Advertising works primarily as a form of costly signalling. People are more likely to trust brands that are advertised consistently and creatively on channels that we perceive as trustworthy and premium. In other words following people around the net with shitty ads is a flawed tactic.