I mostly agree with the author, but I also think it depends a lot on the ads that are used. For instance, I think most people have become very good at mentally

I mostly agree with the author, but I also think it depends a lot on the ads that are used. For instance, I think most people have become very good at mentally filtering out Google AdSense ads. But relevant, attractive, eye-catching advertisements still work occasionally. Case in point, I have a site that I run mostly as a hobby (shameless self-plug: http://devfunnel.com http://devfunnel.com) that has both Google AdSense and SnapTalent ads. The SnapTalent ads have always fared a LOT better than the Google Ads. I think the reasons for this are 1.) People tune out Google Ads, and 2.) The SnapTalent ads are more relevant to the readers, and often the verbiage on the ad attracts users' attention. I also tried to make the ads blend in with the site visually. I've gotten similar results on my blog (I guess I won't shamelessly self-promote my blog). The AdSense ads are largely ignored, the SnapTalent ads get hits. I've removed the AdSense ads from the blog because they were kinda tacky and not making money anyway. And, no, I don't work for SnapTalent. :)