content: In my opinion, having run highly targeted ads on Google before, it is a complete waste of money to do so.  I think they are running a scam. P&G seems to think so too: https://www.wsj.com/articles/p-g-cuts-more-than-100-million-in-largely-ineffective-digital-ads-1501191104 What this extension will do is make advertisers pay more for nothing, hastening the realization that it's a scam.