Personalization - Pop ups you want?

Advertising combined with the internet translates into serious cash machines for Yahoo and Google. But there are many players with less popular approaches. This article discusses Claria (nee Gator) and its efforts to bring personal interests into the mix of material that may be presented to web page visitors in the near future. A download is required, which may limit the number of users willing to part with such information. But imagine the surprise of a surfer receiving an ad for something they actually WANT to click on...it boggles the mind!