There’s a continual shift that seems to be happening on whether contextual advertising is better than behavioral. It seems that most people are becoming bigger and bigger on behavioral, and assuming that contextual has reached it’s peak. After meeting with a company that at first started to do both, blurring the lines, taking advantage of each when they had appropriate data it started to become clear that they more so have their place and time. Behavioral and Contextual shouldn’t be direct competitors.