I'm reminded of the punchline of the old econ joke "we've already established what kind of woman you are, now we're just haggling over price." We always have to

I'm reminded of the punchline of the old econ joke "we've already established what kind of woman you are, now we're just haggling over price." We always have to remember in web publishing, ads _are_ content. Your users _will_ judge you based on the ads you display (if they are not in the tiny minority who block them). And, rightfully so. Do you think Vogue would allow some crappy ad from T.J. Maxx between LV and Prada? Never. That (and their readership who pour over the ads to see what's hot) is why they have sky-high CPMs. It can be done online, too.