Hyper$-$targeting is a marketing strategy that allows marketers to reach customers and deliver extremely customized messages right where they will most likely see them. Hyper$-$focused display ad targeting has the disadvantage that

display are most effective when shown to the broadest possible variety of people

the content of the ad may be restricted from a wide variety of websites

the volume of potential impressions may become too small to make the campaign worth running

the ad network will require the advertiser to use keyword targeting