MediaPost: Software Answers Contextual/Behavioral Debate: Why Not Both

Startup Adrelief combined aspects of contextual targeting and behavioral targeting to offer advertisers the ability to tailor ads to viewers based both on what content they're seeking currently and on past viewing behavior. An example cited included changing the creative on a contextually-relevant placement to make it more attractive to someone with a specific behavioral profile. Adrelief's founder, Rasheed Wiggins, said that combining the two types of targeting gets around one of the major curses of both behavioral and contextual segmenting: the vast reduction in inventory seen when targeting filters are applied.