Big gains have been made in the effectiveness of online advertising in recent years, particularly as consumer profiling technologies become ‘smarter than the average bear’. (Nod to Yogi.)

Generally I’d say it’s a good thing: consumers aren’t distracted by meaningless noise and advertisers get their message in front of the most relevant audience.

But by its very nature profiling means companies serving up the ads need to know a lot about a consumer’s online habits, their likes, dislikes and so forth.

Unless Apple intends to serve up irrelevant in-app ads, I wonder how they’re going to know enough about me to get it right? Just how much does iAd know about what makes me tick …?