The Good, Bad and Ugly of Contextual Advertising

There is a good look at the Pros and Cons of Contextual Advertising over at Online Journalism Review today. Here's a couple of snippets. Firstly a look at successful use of Adsense - they go to the usual suspects including Adsense expert:

"Bloggers have a harder time with relevancy, particularly on their blog index page when they post frequently," Slegg told me via e-mail. "Because Google indexes about once per month, writing a single entry about popcorn right before the [Google] bot visits can result in popcorn ads for about a month, even if the majority of the posts are about a tech subject. Targeting on individual blog entry pages is usually very good. This is why many of the news sites running contextual ad programs do not often run ads on the pages that change frequently, such as the index page and the subsection pages, but run it on the articles themselves."'