I think with the new content QS addition, they mean they will start evaluating a website's theme and general tone and see if it matches with a keyword. Whereas before it was a site's general structure.
I so hope not. In this way they are just restricting the reach of advertisers. I do understand 'relevency' and all of that but there are certain kind of sites I would like to be on because I know my target audience might be there. Sure my product might not match stuff on the website where my ad is showing up, but my traffic can still be relevant.
Though I am still quite unclear whether google looked at CTR/QS for the content network before and used it for discounting etc. I am quite clear on 'smart pricing' on content but not the benefits of having good CTRs. And hardly get satisfactory answers from support anymore. Maybe someone here can enlighten me. Thanks in advance.