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Retail Media Satire

Man Who Watched One Grilling Video Now Sees Only Beer

Google now allows personalized alcohol ads on YouTube where legal. A Tulsa man looked up brisket once.

By , Retail Media & DTC Editor TULSA, Okla. · · 1 min read

Based on real news: Google opens YouTube personalized ads to alcohol advertisers (Search Engine Land)

Illustration of a pink video player with a white play button on a black background, with a purple beer bottle leaning out from behind it over a white grill spatula
The pre-roll, as seen in Tulsa. The spatula has not been used since the video in question. Illustration: The Daily SKU

TULSA, Okla.—A Tulsa man who watched a single 11-minute video about smoking brisket in September has been shown nothing but beer advertisements on YouTube since Friday, when Google began allowing personalized alcohol ads on the platform.

Starting Oct. 30, Google lets alcohol advertisers run personalized ads on YouTube in markets where the law permits, according to Search Engine Land. Ads may not be shown to minors, targeting based on alcohol-related health information remains banned, and the change does not apply in Egypt, India, Indonesia or Poland.

"It was one video," said Wade Pinkney, 52, a fictional insurance adjuster, who does not own a smoker. "I wanted to know what bark was. Now I open the app to watch a kitchen sink repair and a lager walks across a dock at sunset. I do not live near a dock."

said Wade Pinkney, 52, a fictional insurance adjuster, who does not own a smoker.

Illustration of a pink star trophy on a marble plinth
Illustration: The Daily SKU

A fictional media buyer at the fictional agency Intent & Sons said Pinkney is "exactly the audience." "He watched a man rest a brisket for 45 minutes," said Colette Varner. "A person who will watch meat rest will watch anything. We have him down as high-patience, outdoor-adjacent and open to a pilsner."

Pinkney said the ads have improved his knowledge of hops but not his brisket. "I have still never made one," he said. "I have been shown 212 beers. I could tell you the region of every one of them. I cannot tell you what bark is."

I watched the same brisket video on Friday to check. The first ad was a craft lager. The second was a light beer on a pontoon. The third, between the two of them, was the weighted blanket that has followed me since 2023. It does not drink. It came anyway, which I respect.

Varner said the ads are about relevance, not volume. "We would never show him beer all day," she said. "Some of the ads are for coolers."

At press time Pinkney had searched for how to make brisket without a smoker, and YouTube had shown him a wine.

Ronan Fairweather edits retail media and DTC coverage. The weighted-blanket ad is still following him.

More on Google · YouTube

The Daily SKU is satire. Headlines and stories riff on real e-commerce, CPG and retail news, but the people, quotes, studies, surveys and most numbers are invented. No real person’s words are made up here. Each article ends with a factual “The Real Story” box and a “Riffing on” line linking the genuine reporting. Not investment advice. Not any kind of advice. About us.

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Riffing on: Google opens YouTube personalized ads to alcohol advertisers, Search Engine Land