Buzzlogic is rolling out "conversation targeting" today at Ad:Tech – evolving online ad placement from contextual to super-contextual. It’s not the next step beyond behavioral, which keys off of client-side activity, but could evolve to include this as well. Rather, we’re talking about placing content-relevant ads with a dimension beyond reach/impressions – adding in a calculation of source "quality." Quality has typically been left up to advertisers to determine for themselves based on clickthrough or conversion.
This is an interesting product for a brand monitoring vendor – makes more sense to see this from an "engagement" type vendor like Buzzlogic or Visible Technologies. Gives you an idea for where the market is heading.