Some of the advertising out there is getting spooky. If you look at a product at many online stores, that product will then follow you around the web.
Go to BBC News, for example, and there will be those dishes you were looking at yesterday on Overstock. Not just any dishes, the exact same dishes. Just in case you forgot about them, there they are again next time you go. And again. And again.
A few years ago, I wrote an article, "What to advertise when there is no commercial intent?". That article suggested that, on sites like news sites, we might not have immediate commercial intent, and might have to reach back into the past to find strong commercial intent. It advocated for personalized advertising that helped people discover interesting products and deals related to strong commercial intent they had earlier.
However, this did not mean that you should just show the last product I looked at. That is refinding, not personalized recommendations. Refinding is all a lot of these ads are doing. You look at a chair, ads follow you around the web showing you ads for that same chair that you already know about over and over again. That's not discovery. That's spooky and not helpful.
Personalized ads should help people discover things they don't know about related to past purchase intent. If I look at a chair, show me highly reviewed similar furniture and good coupons and big deals related in some non-obvious way to that chair and that store. Don't just show me the same chair again. I know about that chair. Show me something I don't know. Help me discover something I haven't found yet.
I understand the reason these companies are doing refinding is because it's hard to do anything better. Doing useful recommendations of related products and deals is hard. Helping people discover something new and interesting is hard. Personalized recommendations requires a lot of data, clever algorithms, and a huge amount of work. Refinding is trivially easy.
But publishers aren't doing themselves any favors by allowing these startups to get away with this kind of useless advertising. As a recent study says, "the practice of running annoying ads can cost more money than it earns." That short-term revenue bump from these spooky refinding ads is like a sugar rush, feels good while it lasts, but hurts in the long-term.
They can and should do better. Personalization, including personalized advertising, should be about helping people discover things they could not easily find on their own. Personalization should not be refinding, just showing what I found before, just exposing my history. Personalization should be helpful. Personalization should be discovery.