Well.... El Reg's claim of "millions of people who view the ads on our site" is pretty fantastic given that a greater proportion of people viewing this site will be using ad-blockers than in the general web-populace.
It's a bit to do with ad-blockers, because if all the normies are blocking them, then you tend towards 100% bots ;)
I'd say most people only block the annoying ones, of course. For now. I'm quite happy for El Reg et al to serve a couple of non-intrusive ads per article