I admit it. Along with about 90 percent of AdWords advertisers, I was once a card-carrying member of the "Content Targeting is Scary, Kind of Like a Toyota, Club." At SES New York one year, using the best analogy any boy can come up with (a car analogy, in other words) to describe the quality of the semantic matching and feature set in content targeting, I showed a photo of a 1978 Ford Pinto. It was, to paraphrase Ralph Nader, unsafe at any speed.