It doesn't have to be untargeted. You know the type of content the website hosts, therefore, you know a lot about the type of visitors. You can then charge appropriately for advertising that is targeted at those visitors. Don't show diaper ads on a site called Jalopnik. Instead show ads for Armorall, jack stands, tools, etc. When you visit a media site specializing in content like real houswives or kardashians, don't show the previously suggested ads. Instead, show ads on inane fast fashion, beauty products, luxury items, etc.
Targeted ads are always dumb as they tend to push an item that you've looked into before purchasing, but never realize that item has been purchased and you are no longer interested. They never get that the person researched item but has not looked for some time for item. Let's now advertise accessories for that item. If it was a fridge, show stainless cleaning items, for dishwasher, show ads for different detergents or other kitchen related items. It's not hard. For whatever reasons, they can't do targeted well. Targeted doesn't work as advertised.
Targeted ads are always dumb as they tend to push an item that you've looked into before purchasing, but never realize that item has been purchased and you are no longer interested. They never get that the person researched item but has not looked for some time for item. Let's now advertise accessories for that item. If it was a fridge, show stainless cleaning items, for dishwasher, show ads for different detergents or other kitchen related items. It's not hard. For whatever reasons, they can't do targeted well. Targeted doesn't work as advertised.