Fred Wilson writes about a company he funded that uses targeted out-of-context advertising based on behavioral cues.
The data shows that behavioral ads are 17% more effective in engaging readers than contextual ads. But more importantly, after the first exposure to both ads, the behavioral ads perform 54% better than contextual.
Car ads in the sports section instead of the auto section? That's heresy. But effective heresy has a way of becoming… orthodoxy.