roycerus - 3:52 am on Mar 24, 2013 (gmt 0)
It makes a difference when you have behaviour targeting working - but just demographics doesn't work always. The intent of the user makes a difference too.
Like for example if webmasterworld shows me an ad for American express it doesn't really effect me that much. But if they show me an ad for say some new website acceleration service - the intent matches somewhat - I am in webmaster mode here.
But in any case we've seen unless there is a very strong will by the sponsors to advertise on your site - plain banners no longer work well enough and will not give the advertiser enough ROI.
We tried to get sponsors but directing any sponsor company to target us through Adwords makes things much simpler for us in terms of time spent negotiating and explaining.