@cfx211 sophisticated advertising is not only about sophisticated targetting but also about sophisticated measuring of effectiveness.
e.g. sophisticated measuring means to look beyond the channel you are using:
"display advertising significantly lifts Online search activity. The study demonstrates that consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers."
I am sure you find the study 'Display Ads Lift Searching"