Referring keywords vs behavioral algorithms

It is posts like this that makes Niki Scevak's blog Bronte Media one of my favorite blogs. Highlighting something practical with real value for everyone doing business online. Like using search engine referrals to improve advertising targeting instead of using complex behavioral targeting algorithms, who often says less about intent and thus lead to worse targeting. Or like Niki writes:

"You don't need to run the ad targeting through servers of PHD level alogorithms, just take the fucking referring keyword, and see what products match it and link it to commerce providers who sell it."