Contextual advertising on news sites often results in great "coincidences". Check out this one from today's online version of the Sydney Morning Herald. A Qantas near disaster story with a Virgin-Blue ad.
Thanks to a loyal reader for the tip. Here is the full story if you want to read the article (unlikely Virgin ad is still there).
If you would like another SMH example have a look at the end of this post on the Travel.com.au acquisition. Shows an Expedia AU ad on a Travel.com.au filing about being sold to Wotif.com