Yes, the second option is the best however it is the one that scales the least. As the content creator will have to use their time to find comanies interested in sponsorship and with their line of work. Time spent not creating quality content.<p>This is where I think tracking went wrong. Advertisers were so happy they could track users that they (kind of) forgot to track the content. I think basing ads on the page content is, in the end way more safe and beneficial to everybody.