Hmm. So, it's probably not a cost-effective idea to have an Anarchy Online advertisement running in a Flash pane to the right of the article, then...
Automatically matching advertisements to content is good (for the advertiser) if the content is positive; it's less good if it isn't. My particular favourite here is Google's adword system, which seems to treat words you've said you don't want as if you'd said you did want them:
They can filter these words out of the general search, so why can't they do it for sponsored links?