netmeg - 7:46 pm on Apr 14, 2011 (gmt 0)
I wouldn't look at the ads. I'd look at everything else.
Like, can you FIND the content? Does it appear to be written by a human? Is the percentage of content greater than or equal to the sum total percentage of navigation + header + footer + ads + anything else that is replicated across the site? If you look away and then look at the page, is the content or even the logo the first thing your eyes land on, or do your eyes go first to the ads as tedster mentions above? Is Joe Random User, upon landing on the page, going to know instantly what that page is about?
That's where I'd be spending some quality analytical time.