Right! I totally agree...it is a matter of targetting your audience and putting the right banners at the right places.
Just one funny moment...I remember Yahoo! Auctions putting banner ads of Ebay on some of its auction items. The next day, Yahoo! Auctions was bombared by its auction sellers' complaints on putting a competitor's banners on their items.
....certainly on the content-matching genre, but a bad affiliate marketing strategy from Yahoo!
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