Greg Linden of Findory.com writes about personalized advertising, built atop Google’s AdSense, that combines content-based targeting with behavior-based user profiles:

Just as Findory’s personalization engine matches content to interested audiences, our personalized advertising matches advertisements to interested people. After all, at its best, advertising is a form of content. It is useful when it is relevant. When it is not relevant, it is annoying. We firmly believe advertising should be useful, not annoying. At Findory, we launch early and often. Our advertising is no different. This release is an early, first step for our personalized advertising engine. As we learn more, we will refine our algorithms, enhance the personalization, and improve the relevance. We will make advertisements helpful and useful to our readers.”

Despite Linden’s cheerleading for Findory (we’ll let him off!), it sounds like they’re on to something. After all, targeted web advertising originated with cookie-based behavioral profiling at the likes of DoubleClick; can it be long before Google also integrates behavioral information with contextual targeting?