Confused - site theme vs page keywords?

What determines the adsense ad?

[pavlovapete]

I am a bit confused about what factors are used to calculate what adsense ads show on a website.

Is is the site "theme" (are all these ads the same?)
Is it keywords on a page (specific terms will trigger specific ads)

Discounting other factors such as an advertiser targetting your site.

Any help appreciated.

[jetteroheller]

Google ignores metatag keywords, the words have to be in text

[netmeg]

You should go over to the AdWords forum, and read up on the items advising advertisers how to advertise in the content network.

In a nutshell - it's site theme. It's not keywords. If I'm an advertiser, and I have a dozen keywords in my Content Network campaign, they don't have to appear on your site for my ad to show - Google just has to believe that my ad campaign and your site would be a good match.

[pavlovapete]

Thanks jetteroheller and thanks netmeg.

I shall wander across the street to the Adwords forum.