I’m a little late to this – tip o’ the hat to Business Insider for the link – but it’s a great conversation. I’m a fan of ad targeting, using social media Big Data for that purpose, and applying online advertising and direct marketing techniques to traditional media. To a point. This post by online ad expert Doug Weaver and this interview with Simulmedia’s Dave Morgan point out that you can get carried away. Too much targeting delivers unscaleable audiences and unnecessary complexity. One to one marketing isn’t really cost-effective for most products, not to mention its privacy baggage. And building something that media buyers can’t understand, or that demands they piece it together from ten different suppliers, is self-defeating.