Ad Targeting: A Promise Unrealized

The idea of seeing ads that I might actually be interested in rather than the a plethora or products that I will never buy sounds compelling. But that's not what I'm seeing and according to the study they are only marginally more effective. The difference seems to be the ad companies can charge more for targeted ads. Contextual ads are more effective. 

https://www.wsj.com/articles/behavioral-ad-targeting-not-paying-off-for-publishers-study-suggests-11559167195

-Bill