The entire problem with the interest based advertising is that it does not take into account the FAST CHANGING INTEREST of the online visitor.
The viewer is reading a story about a car and is thinking and focusing about it.
Then it clicks a story about weight loss because that's of interest to him. He wants to learn how he can lose some weights. But the ads are still about cars, while there are ads about weight loss.
Research shows when disrupted people need at least 20 minutes to get to the same level of interest and focus. Let's say you are a report and write a story. Someone disrupts you with a quick question. You will need 20 minutes to get to the same level of concentration on the topic.
Same way with the online ads. A visitor turning the page from cars to weight loss, can't have the same interest about cars if he or she is writing a weight loss story.
Honestly I have not seen any serious data that Interest Baseds Ads really work. At least its not working for publishers. I am wondering how much the Advertisers are missing.