I'm wondering what would be most effective in my scenario. I have a redirection service in a sense, and I was trying to determine whether 'targeted ads' based on keywords from the referring page, or the target page would be more effective? Reiterated, if a link provided by my service is available on http://www.foo.com/article/5/ and that link takes you to http://www.bar.com/services/7/, should I scrape keywords from foo or bar? The ads in question are displayed in a floating bar on the targeted page.