Case in point, regarding /good/ advertising: Project Wonderful. I'm happy to whitelist their ads, as I've discovered quite a number of good webcomics through them.

Yet, such genuine targeting (not blindly matching keywords) seems to've attracted little attention from the ad industry - instead, all we get is more AdWords (unintrusive, just fairly useless, and occasionally amusingly inappropriate) and the likes of Outbrain (responsible for the "From Around the Web" ads).