That Context Matters (for Publishers), just about explains itself in today's excellent 'comic' from AdExchanger. (Click on that Link)
Publishers do have a need to "dress-up" their over-all presentation to both attract more visitors and to have them then, consistently return to their site.
But it may be a case of (some-time, 'down the line'), content/context becoming a little less important to advertisers - in regards to where they find their target audience - resulting from their being able to find them in a One Huge Marketplace within/across a global advertising/publisher ecosystem.
Readers of my past two instaposts here (@ SA) will understand that in targeting 'users' (based on 'search intent'), advertisers will get to 'pick them up' on any landing page - no matter where a user goes within or, may choose to 'flit', among the publishers partnered in the marketplace.
A CPA/CPV based marketplace that I'm going as far as suggesting will not only involve a 'variety of search engines' (including both Google and Yahoo/Bing), it will get to see Facebook (the Publisher) also embrace this initiative.
It's (also) not hard to then see Google's many publishers & the Yahoo! Publisher Network (with it's 850 strong US Newspapers), then come to life. - In fully capitalising on off-shore CPA/CPV type 'visitors', to view and monetise their content pages. Time will tell, of course.
Always, only an opinion.