Google does a good job with this since it knows my intentions. It's more difficult for the New York Times. However, I spend a lot of attention on non-interactive media – wacthing TV shows, reading news on the web or playing games. Some of that attention would be valuable to advertisers.
So here comes the "Digg for Ads" model. It makes sense. Jeff Jarvis does a great job of explaining why.
This may be one of the ways Turkish online advertising breaks through the rut it's in.