Ever since Google launched Adsense, advertisers have complained that they're getting ripped off, and publishers have tried to figure out ways to game the system.
Over at SEW, the usual discussion may be turning toward ways to use content-based advertising effectively. In a world where ethics-challenged publishers outsource click fraud overseas, disguise ads as site navigation, etc. the best approach, IMO, is to fly under the radar.
A simple approach is to segment the high priced search terms from the low priced search terms on Adwords with separate campaigns, and disable content advertising on the high-dollar campaigns. Since the low priced search terms are a less attractive target for thieves, fraud is reduced, and it's one of the best ways to get more traffic out of what would otherwise be a low-volume campaign.