Some of the ideas of "why it would work" make sense, but the economics are way off.
> For example, targeting travelers who are arriving from the airport, to target them with highly personalized hotel/tour offers. Or targeting hardcore movie or concert-goers for their next night out.
This is the basic premise of the OP's advertising argument. Does anyone book hotel or conferences ad hoc? Anything that is "event" based selling opportunity is a no go, because most event organizers want high up front guarantees of attendees (due to high fixed costs) and usually sell last minute excess at very low margins, so paying a converted CPM at $20 (or heck even $10) is most likely going to bring a negative return.
> For example, targeting travelers who are arriving from the airport, to target them with highly personalized hotel/tour offers. Or targeting hardcore movie or concert-goers for their next night out.
This is the basic premise of the OP's advertising argument. Does anyone book hotel or conferences ad hoc? Anything that is "event" based selling opportunity is a no go, because most event organizers want high up front guarantees of attendees (due to high fixed costs) and usually sell last minute excess at very low margins, so paying a converted CPM at $20 (or heck even $10) is most likely going to bring a negative return.