Marketers have known for some time now that people online hate to be advertised to and are much more receptive to a message when it is packaged as something else other than advertising. Actually this is the secret behind the considerable success of Google and its amazing Adsense program. Those tiny ads that often merge with the design of the rest of the site are designed to be viewed as text links linking to more information on the same subject. In other words a service that makes available more information on what you are looking for. Thus, in essence people click on them for further information and certainly not to be advertised to.
Some online Public Relations practitioners have also discovered this amazing but simple secret that is still making billions of dollars for Google Inc.