What to do with 500M page impressions a month ?

• December 12, 2009

A friend of mine joined as CTO for mainstream company that provides an ad supported internet service. They have about 1.5B page views (users using their service to brows web pages) and 1/3 of them surf porn sites. Since he has zero connection is porn world he called me up and wanted to know what to do with that traffic. Right now they just show banner ads that are non porn related.
I told him that since they know which site the user is visiting they can sell that ad spot to the competition (If the user is going to coke site , they sell ad spot to Pepsi)
Any other thoughts ?
Edit: This service is mostly Europe based.
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