Expanding on that a bit more, the article isn’t advocating that marketers senselessly put up Viagra ads everywhere, but instead to “pivot to more contextually relevant and attentive channels, while working with partners who had permissioned, first-party relationships with [target customers]”.

Which in this case would be something like putting ads up on a website or magazine that’s know to target an older male demographic. Or getting an older men’s health influencer on Instagram/TikTok to make a sponsored post. So still directed marketing, just not personalize on a user by user basis based on data from 3rd party brokers.