I think the way this usually works out is that content sites, to remain impartial, serve intent generation ads for products other than those for which they are

I think the way this usually works out is that content sites, to remain impartial, serve intent generation ads for products other than those for which they are serving content. For example, the Gizmodo front page right now has content about Droid, Apple, some headphones and an article about netbooks leaked from CES. While people are there reading these articles, they are exposed to ads for Geek Squad, Sony, or GameStop. The intent generation ads are kept separate from the content, but appeal to a similar audience. Tada. This is not far from tv ads attempting to target particular demographics - it's clear that late night comedy isn't endorsing Girls Gone Wild, but they can exist in mostly the same space.