It seems to me that Sega pulled an interesting instance of the well-known fallacy "Works for Google, so it will work for us".

(Not sure if there is a short name for this. "Google fallacy"?)

Usually, the fallacy is more along mimicking technical details such as using a commodity hardware server setup or introducing high-scalability technology into early software stacks.

However, seeing the same fallacy applied to ads, at such a large scale, is new to me.