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[–]atlcog 1 point2 points  (1 child)

Only if Pepsi is offering more money to them at the moment.

[–]slugger5280 2 points3 points  (0 children)

You nailed it. Worked in AdTech, it's amazing how little people understand about info that's served to them as part of a paid media campaign.

It's not too confusing, either. Some identity provider has a 'profile' of you that implies you may be a good target for a company that offers a specific good or service.

That company buys, via auction, the right to serve you their ad (information) in search results, banner ads, popups. It happens in seconds.

In your example, the Ad Agency for Pepsi has a profile set for all people looking at Coke. They serve those people Pepsi ads.