Netblue, formerly known as YFDirect, provides many of the same services. It specializes in performance-based marketing for advertisers, and does everything from microsites to lead generation through consumer profile matching. Netblue is also known for its incentive marketing solutions, managing campaigns across more than 2000 different sources in the process.

The company resulting from the merger will be tentatively known as VendareNetblue, until it chooses another name later in the year. “Combining Netblue’s innovative product platform with Vendare’s advertising and affiliate networks and strong email capabilities creates a powerful solution for advertisers,” said Vendare CEO Linda Fayne Levinson in a statement, “With these compelling assets, VendareNetblue will be the best place for advertisers looking for results online.”

Art Shaw, current CEO of Netblue, will become CEO of VendareNetble, while Vendare CEO Levinson will head the board of directors. The merger is expected to be approved by the stockholders some time in July.

Just 28% said they would respond to demographically targeted ads, 24% said they would respond to geographic ads, and only 18% said they would respond to ads based on their web activity (behavioral). While findings for non-contextual ad targeting methods were low, the study also notes that 1/3 of respondents said they either weren’t sure about what they would respond to, or had no opinion on the subject.

Although contextual ads came off as the most preferred, the study also found that opinions varied from demographic to demographic. Those from higher income households ($75k or more) were more likely to respond to non-contextual ads than those from lower income households.

“Targeting isn’t an either-or decision, so it’s best to mix and match targeting tactics — especially when it comes to educated, prosperous consumers who simply won’t respond to messages that aren’t personally relevant,” said Traffic Marketplace VP of sales Lynn D’Alessandro in a statement. She adds, “If your messaging says ‘we know what’s on your mind,’ plus ‘we are you,’ ‘we are where you live,’ and ‘we are ready to handle your online needs’, you have four good shots at reaching your best customers.”