Online advertising expected to grow...

Not surprisingly, companies are expected to devote more advertising dollars to the online world. I'm sure the shift in focus will pay off for most companies who try, but I don't think it is simply because of the novelty. The reason online advertising can pay off is because it can be highly targeted, and not by demographic, but by situational context. You can send me all the ads you want for vinyl siding, but I live in an apartment so you're not going to make a sale to me. Offer me something related to what I'm searching on though and I'm perfectly willing to check it out. Some companies have been manipulating the context matching though, the first ads returned on Google are often fill-in-the-blank ads, so looking up reasons for my cat being ill, might list "shop Ebay for cat vomit." Huh? Please, I don't mind ads as long as they are relevant and non-disruptive. If I'm interested, I'll click, otherwise, leave me alone.