I get asked a lot by my clients and colleagues about integrating online ads in a CMS. It's one of those "it depends" type of questions that generally ends up taking a full cup of coffee to explain. Full disclosure, online marketing and advertising specifically as it relates to business revenue goals, isn't exactly my trade. What I can offer, though, are real implementation strategies for building popular online ad serving techniques into a working content managed website.
No Specific Targeting
Context Specific Targeting
Targeting ads based on a referring location could be useful in cases your content is included in several different contexts within your site. For example, if you may have several different keywords associated with a given article, your CMS will have to make a decision about which one to use for the ad targeting. You could supply all keywords and let the ad server sort it out, or you could use the keyword that relates to how the user actually navigated to that article, in an effort to more closely match the user's reading interests. This strategy could also be used when targeting based on referring links from partner sites.
Account Preferences-Based Targeting
Perhaps the most effective way to target ads is to let your readers tell you what they are interested in. If you support user accounts, try asking readers what their interests are during registration. Use those interests to drive keywords into your ad tags.
Some or all of these solutions may be right for you and your CMS solution. Here's to greater online ad revenues!