For me it often hinges on whether I view the company being advertised as part of the community being targeted or as just trying to profit off of that community.

For me it often hinges on whether I view the company being advertised as part of the community being targeted or as just trying to profit off of that community. For example, I get a lot of targeted ads for fitness equipment. A company like Onnit provides quality equipment at an affordable price so it is one of the go to place for people getting into functional fitness. In that respect it is a "contributing member" of the fitness community and I don't mind getting targeted adds from them. On the other hand, I also get a lot of ads for gimmicks or dumbed down versions of legitimate fitness equipment. I view those companies as parasites on the fitness community and resent getting targeted adds from them.