I just had a nice briefing with Zillow.com. In the midst of telling me about their behavioral targeting, which slices up their site based on where in the buying process someone might be, Greg Schwartz mentioned a campaign they ran for John Deere that took a slightly different tack. Based on the square footage of someone's property, John Deere targeted ads for different kinds of lawn mowers. So someone with 4 acres got an ad for a riding mower, while someone in a more urban setting would get a weedwacker ad. Simple and effective.