I've had great good results in thinking of my site as a magazine and trying to target the ads more towards the content and less towards the readers. The content

I've had great good results in thinking of my site as a magazine and trying to target the ads more towards the content and less towards the readers. The content is photo tours of new office design projects, so the ads are banners showing office design products. Readers are interested in the published content, so they are generally going to be interested in the advertising. In addition to battle between adblocking and adblocker evasion, I think there are going to be a lot more sites with fusions between advertising and editorial (sponsored posts, product placement, and just good pr) making it more difficult to distinguish between the content and the advertising.