Advertising has always been targeted, but lately consumers have been making it more and more difficult for advertisers to do so. Compare the number of magazines, television shows, radio stations, or highway routes to the number of websites or apps available today. When most of your target demographic reads the same 5 magazines or watches the same couple dozen television shows, targeting is easy. Now that everyone has the ability to, essentially, plot their own course through consumable media and entertainment, targeting must follow suit.