This is the summary of a behavioral targeting article by Kaifu Zhang and Zsolt Katona, which studies the strategic aspects of contextual advertising. You can get the pdf of the original behavioral targeting article here: Contextual Advertising.
Response rates to banner ads have decreased dramatically, paving the way for two strategies for online advertising. One is ads incorporating audio and video to make them more appealing, and the other is Google developing Adsense; displaying simple text ads that are targeted to content. This is the summary of an article written by Avi Goldfarb and Catherine Tucker, which investigates both strategies and their effectiveness for online advertising, and how consumer perceptions of privacy and intrusiveness affect them in such. You can get the PDF of the behavioral targeting article here: Online display advertising..