GMail Advertising Targeting

Wow, I just spotted a scary relevant advertising at the top of my inbox in Gmail. For a couple of years, I've completely ignored these ads, as the targeting was so bad. You would see totally un-related advertising on this position. Probably because of the large amount of spam which would weasel its way into my inbox. But it is kind of scary the following ad was served to me today, just 2 weeks before the due date of our baby...

Gmail advertising targeting

It has been made well known by Google that Gmail would be free, but that Ads would be targeted based on the content of your emails. You know it, if it's free, you're probably the product being sold. Even with a limited number of emails about our new little bundle of joy, you see how the Ads are targeted at Baby & Kids clothing...
I guess the targeting has only improved with the consolidation of all the data Google is collecting about me, across Gmail, Search, Browser history and mobile check ins. Talking about an advertisers wet dream...!!!
What do you think? Time for a new email provider..?