Hi Ivar.
It is an interesting question, how the ads are generated. How does that happen? I assumed you had a hand in selecting them, Ivar. The ads I have noticed are unobtrusive and interesting. I like the "bouncy" effect, kind of like the dancing babies of a few years back.
The content I have seen is also relevant, I think. I had not noticed the ads referred to, but I have seen the ones for trekking poles, for the most popular camino guide books, and for other related material. I was quite intrigued by the ad for the DVD "The Naked Pilgrim," though I have not yet purchased it. (It is available through amazon.uk, but not amazon.com which is my usual source). Is it a worthwhile DVD?
Most importantly, since they offset the operating costs of the site, I think the ads are a welcome and necessary element of santiago-today.