It's the little ads: intrusive pop-ups can't compare to ads paired with related content.(The Online Frontier)

American Journalism Review,  December, 2003  by Palser, Barb

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Never mind those super-size banners, animated ads and full-screen advertisements that interrupt the viewer's trip from one Web page to another. For online editors, the simple text ads that connect with content are a bigger deal.

At the bottom of a USAToday.com story about college basketball, in a shaded box labeled "Related Advertising Links," one might find a plain text advertisement for basketball gear. The ad is placed by a computer program, which matches a keyword in the ad to text in the story. Unfortunately, the same technology might also match a story about Arnold ...

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