Location with context please?

Not really sure this is an idea as such, but I'll jabber on about it anyway.

So on the web location is the next big thing. Find things, go to things, target content, target adverts etc.

But location provides have no real context for the person at the location. For example, my location might be Leeds but where I am is at work, but just because I'm in Leeds doesn't mean I'm at work. You see?

Anyway I reckon the "next big thing" isn't all that until location has a context.

Maybe context could be deduced from time and IP range (plus location :o)?

For example say its 7pm and my IP range belongs to a B2C ISP then its likely I'm at home, change those numbers at little to 4pm and a B2B IP range and I'm probably at work. Using a public Wifi ISP and near home? then I'm probably socialising or shopping, Wifi ISP and far from home then I'm probably on my jollies. This falls to bits when you're on a radio/telco network big you get the idea.

What to do with all that context is the really big question.

Targeted Adverts on TV

Not really a new idea, clearly, but.... why o why aren't adverts on TV targeted?

It could be really simple, something like letting the viewer skip the advert (which starts another ad) and then recording the time of/type/style/genre of the advert skipped (or record the ones not skipped, either way will do). Then target the future adverts based on the recorded information.

The advert time slot remains fixed just the adverts vary. I guess it would mean the broadcaster would have to broadcast say 30 or so adverts (to be selected from) where normally there would be 5 or 6, and somehow monitor how many people watched each advert.

I realise this doesn't fit at all with how advert slots are sold/bought but surely that targeted advert is worth a mint to the advertiser. Also the broadcast/receiver technology is nowhere near, but how about on demand services skyPlayer, iTVplayer, Hulu etc, that seems like it could work by pulling the appropriate advert for the user into the video stream (pretty much how adverts work on web pages)

Anyway I think it would be great if the adverts on Tele were targeted to me, I'd probably even enjoy them more than the trash TV I watch.