For the last two weeks I couldn’t help but notice my inbox being bombarded with reports that behavioral targeting is better than contextual targeting from the blogosphere. Despite my skepticism of the study’s results, I took a closer look. After reading a few different editorials covering this recent Jupiter Research Study(spear-headed by behavioral targeting firm, Revenue Science), I had only one question. Why? Why must Behavioral and Contextual targeting duke it out for the Marketing Methodology Heavyweight Championship? Because of man’s killer gene. Check out this great clip from internet rock star Guy Kawasaki explaining the gene inside men (according to Guy, women don’t have this nasty little gene) responsible for our overly aggressive nature.

Lets step back and imagine a world where Behavioral Targeting services and Contextual Targeting services lay down their arsenals and rejoice in consumer targeting brotherhood. That day is here. Check out Jack Jia’s interview over at Behavioral Insider where he discusses the power of combining behavioral and contextual targeting techniques to bring balance to the force. After all, two heads are better than one.