Vendare Media released a study that found consumers are more than twice as likely to click an ad when contextual targeting is involved.

When asked about the type of targeted online ad they are likely to respond to, 62 percent of consumers cited contextual "a subject of particular interest to you." Twenty-four percent surveyed said they would respond to geographical targeting; 18 percent said they were most apt to respond to ad based on past behavior on a particular website.

"Targeting isn't an either-or decision, so it's best to mix and match targeting tactics-- especially when it comes to educated, prosperous consumers who simply won't respond to messages that aren't personally relevant," Lynn D'Alessandro said. "If your messaging says 'we know what's on your mind,' plus 'we are you,' 'we are where you live,' and 'we are ready to handle your online needs,' you have four good shots at reaching your best customers."

Among other findings the Vendare study reports that women are slightly more likely to respond to contextual targeting than men (63 percent to 60 percent).