I don't understand. The difference between "ads" and "advertising" appears to be one of targeting/focus. It's hardly a revolutionary insight that the more targeted the ad the higher the conversion rate. And the author appears to be taking issue with how banner and adsense ads look. But he doesn't say how a more targeted ad should look, other than "simple". Basically marketing puff for the firms he mentions.
Indeed, there is no meat here. Upvoted you, and flagged the submission to save other people from wasting their time.
If you are a smaller site can you even get into any of those programs though?