The idea that micro-targeting is removing the signalling power of advertising is a persuasive one. But this only holds true if consumers realise that not everyone else is seeing it too. If they feel they’re seeing the brand everywhere, and assume everyone else is too, then the advertising is actually doing the signalling job very effectively. It is making the  brand and/or media support look bigger than it is. The peacock has its feathers up, it’s just putting them down when it goes around the corner. Contact us to find out more.