Comment by stoev

I think it’s well defined in the article - the author means behavioural advertising that has to do with targeting any information specific to the user (whether we consider that personal or not). The proposed alternative is contextual advertising which puts the targeting emphasis entirely on the context in which the ad is shown, not on the person seeing the ad. The idea is that if it is executed correctly, contextual targeting will lead to the same person anyway, just without sacrificing his or her privacy.