One big problem with entirely static ads is that websites are global but the ads running on them are for brands that are likely local (at least to a specific country.) If I visit the NYT website in e.g. Norway, should I still see ads for an American brand of paper towel that doesn’t exist here; or should I see ads for Norway paper towel brands?

The flip-side of this is that I’ve noticed that YouTube shows me PSAs from my own municipal government (“there’s an election soon” ads, “we’re building a new piece of civil infrastructure” ads, etc.) I actually kind of like that; I don’t have cable, so it’s not like I would see them anywhere else.

The entirely-static ads model does work when the consumption of the media is entwined with the consumption of the advertised brands, though. For example, a podcast can certainly advertise its own tour, since—given that you’re listening to the podcast—you likely want to see the podcaster speak in person, even if you can’t make it there.

Or, of course, if a (global) website is just advertising another (global) website. The NYT can advertise Amazon just fine.