A friend celebrated her birthday recently, so I sent her an online card. I used Hallmark's free e-card service. I've used them before, so I'm on Hallmark's mailing list.
So it wasn't a surprise that I received an ad via e-mail from Hallmark. What did surprise me is that Gmail served up an ad from ... Hallmark. I wonder what Hallmark paid for that ad. Quite an irony to pay for a targeted ad that's keyed off of your own content.