There is an art in advertising. With the coming of online ads in a big way these days, we got to be really careful in making our ads creative as they face excessive exposure on the net. Exposure on the internet is a boon because you can reach an audience which you never could have through any other means. It also means that there are chances that your ad is going to be ignored by the user in the presence of more relevant information on the site itself.
Context ads are useful only when the information on the advertized website is something more than the current website where the ad is displayed. This can be known by measuring the amount of time taken by user to click on the ad. The current site may have more relevant information which will prevent the user from following the ad. This means that the displaying ad agent, has to decide that the current is not rated high on a topic, say 'A' and so display ads on topic 'A'. If the site is a good place for info about topic 'B', the ad agent should preferably not display ads on topic 'B'.
I was interacting with the WatBlog team and I found that they are employing innovative means to target the online audience. They are one of the front-runners for ads on mobile phones. They cover a number of media and you will not be surprised if you find unconventional media being used by these folks to really 'add' to the advertisement.
A lot more mathematics goes in to the analysis of online ads than for conventional ads.
If you look at upcoming applications such as ReminDo, who combine social networking with office chit-chat and target ads a such audience, you will find the extent to which the ad agents analyse your needs. It is like taking the spoon right up to the user's mouth, because in case of online ads, you will not be sure that the (s)he eats from that spoon, until (s)he actually eats.
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