Have ads that relate to content, not to visitor. Like it was back in the days. When I visit a sci-fi site I'd like to see ads for sci-fi movies, books and paraphernalia. Not an ad for a pair of shoes I happened to search a week ago. Profiling is spooky and it's an offend to privacy. Not to mention that it doesn't work that well. Just because I search something on Google doesn't mean it's the only thing I'm interested in buying.