What is the No. 1 issue that advertising agencies demand on a website they're considering marketing on? Insurance! Insurance that when they put their brand up there, there won't be any surprises and repercussions to it. This is something that they won't back down on.
So no matter what type of site you have, if you've created it for the purpose of offering an ad model for marketing agencies, then the first thing that must be done is to show the agency that there are protections in place to do just that.
If you have a niche site, this will speak for itself and will be easy to see if it will fit in or not.
The exception to that rule is if you have the ability for the public to put content on your site in any way; in other words if it is an online community or not - that's the determining factor.
There must be a mechanism in place that not only puts the ads where they can be shown right, but also that keeps them from being shown 
in places where it wouldn't match with the core values of the customer base of the company. It's the major component in keeping social-networking sites from being marketing monsters at this time.
They don't want their brand to go up in smoke!
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