I came across The Path To Advertising Nirvana at Smashing Magazine today, and found it interesting and applicable to many contexts, despite the heavy bias towards blogging sites (given that the author, Andrew Maier, serves as the editor–in–chief of the user experience blog, UX Booth, and speaks mainly about his experience and philosophy for working with advertisers at that site.)

Essentially, we’re designing for opposing goals: advertisers want users to give more conscious attention to their products and services, while usability-minded interaction designers want them to give less.