I suppose the idea of you wouldn't advertise something you wouldn't want your children seeing on a site they would be viewing, or products you wouldn't want your wife to buy. I know, cliché, old fashioned, but it works.
For instance, providing the tone of my website was suitable, yes I would allow my girlfriend to "push the big red button", on the flip side, pron would wind me up a bit.
'CLICK HERE TO TAKE OUR NEW SURVEY' - they have large 'Yes!' buttons and tiny 'x' buttons. If I want people to take my survey, i won't crash their screen with it... and i won't intrude their screens or my website with that junk.
Audio Ads also. "Hi, My name is **** ***, and I'm here to talk about...."