1. A method comprising: identifying content of a document; identifying an advertisement to be displayed in the document; identifying one or more characteristics associated with the content; and modifying one or more characteristics of the advertisement based on the characteristics associated with the content of the document.
10. The method of claim 1 , wherein modifying one or more characteristics of the advertisement based on the characteristics associated with the content of the document includes modifying the one or more characteristics of the advertisement to integrate the advertisement with the content.