Contextual advertising and targeting - is it possible to combine?

For a week now I’m worried about whether contextual advertising (Google AdSense, Begun, Yandex Direct) can be targeted not at the entire site (by content), but personally for each user, using certain meta-data (for example, user interests, location). accommodation, etc.)?

I will explain. Here there is, for example, a fictional dating site (or social network). Each user has his own profile with filled in data about himself. The site owner, in order to earn money, hangs up an advertisement (Google AdSense etc.) and ... The advertisement does not meet the potential expectations of the users of this site (the consumers of this advertisement). At the same time, everyone loses a loss: users do not like such advertisements, they consider it as garbage; the owner of the resource does not receive the desired income. And all because this kind of advertising was aimed at a common site, rather than the interests of each specific user.

Maybe my question is not original and there are already solutions? I would like to see them and use them. If there is no solution and my idea itself is stupid, convince me of this. Otherwise, you need to develop a solution. :)