Contextual advertising has been getting a lot of attention in the press lately. The main reason for this is because of its effectiveness. Compared to other online, and traditional, ad targeting methods, such as targeting by demographics, contextual targeting produces a much better response. Contextual advertising, like pop advertising and keyword media buys, is part of a larger movement that is sweeping the online marketing world. This movement is known as behavioral marketing wherein marketers are learning to target their audience based on online behavior.