Comment by jxramos

we haven't done an experiment like that but I've had family know what medium certain topics were expressed and discussed over and those topics that landed in the ads that startled with their topic intersection were topics discussed only verbally vs typed into some search field or connected to some other web interaction etc.

That's kind of the smoking gun when you can create a disjoint set of topics and a disjoint set of mediums of communication delivery and see what shows up in the ad space from those discussion topics strictly expressed verbally.