> Steve just got a promotion and likes the BMW 3 series. Michael is overweight but has just gone on a diet. Are such details of no significance determining what

> Steve just got a promotion and likes the BMW 3 series. Michael is overweight but has just gone on a diet. Are such details of no significance determining what ads to show these people? Really valuable - but is it best to be done when they're reading something completely irrelevant? If they're reading a piece on the latest political issue of the day, are they really in the mindset to explore that purchase?