Depends on the outcomes/metrics they’re interested in. For instance, I genuinely believe that targeting based on content is less dangerous from brand safety/brand perception perspective.

How about conversions, sweet $$?

I think replacing audiences with a semantic targeting model (nlp) could perform almost as good (if not better). Behavioural Targeting performance is overrated (feel free to look it up, esp. CPM vs. conversions, it’s quite interesting, I’m on holiday and shouldn’t be sitting on HN anyway!).

Another, deeper point-how much advertising do we (or brands) really need? Do alternatives exist, are they expensive/hard? What problem does advertising solve? I know this sounds like a silly question, but I think it’s worth asking given the current technical landscape and the ethical impact.