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You have to think what people to your site are coming to buy or look at, then sell them that or related stuff.
[edited by: eljefe3 at 2:14 am (utc) on April 5, 2005]
Another suggested targeted ad would be those free download types of ads (i.e. funbuddy, smileycentral, etc.), these are general, and are paid out on a per download basis.
Hope this helps out some.