Inefficiency of Mass Marketing

Mass Marketing sounds really massy. According to our text book Pearson's marketing principles, Mass marketing is marketing to all possible customers in a market, regardless of the differences in their specific needs and wants. I was on Yahoo website, and I saw an advertisement.

I can see many girls get excited or someone who is about to be married will be excited about this ring advertisement. However, Yahoo is also used by so many males too. What a waste to advertise a ring to a male college student who only wants to spend money on sports and video games? 

It is inefficient, but interesting thing is that Yahoo had this "ad Feedback" and "Ad Choice" buttons. I did not really take a look at "Ad choice" menu, but I guess I will get to choose which kind of advertisement I will get when I get on Yahoo next time. Ad Feedback was just general feedback about the advertisements on the website. Taking feedbacks from customers and letting them choose the advertisement that they want to see are good ideas. However, I am wondering how many people actually will click on "Ad Choice" and choose ads?

Chap1. Mass Marketing