Another silly quote from the Wall Street Journal story focused on broad versus targeted advertising: "Mr. Douglas said case studies show that companies can receive a bigger sales increase if they reach a more significant portion of a platform's overall audience." Of course! Is this a surprise to anyone? This is like saying that running a Super Bowl ad generates more sales than running an ad on a rerun of "Cops" at Most companies can't afford millions of ad impressions that hit people who have never and will never buy their product, and most companies shouldn't be following P&G's lead when they say that's where they're headed. Thanks to digital platforms with a broad reach, like Facebook, ad targeting that relies on purchase history and user behavior is better than ever before, and any smart company will acknowledge that and use it to their advantage.