ClickZ: Sizing Up Site-Centric Behavior Targeting

Just in time for the battle of contextual ad network announcements, James Hering wrote a review of the degree to which contextual advertising works. The ads, placed next to content that is thought to be relevant to the product advertised - or at least the mindset of the target audience - have earned a reputation as not being quite as effective as keyword advertising with search engines. Hering's analysis, with a single case study on a branding objective, seems to indicate that this behavioral form of targeting works.