Targeted Ads in RSS

Ars Technica has started embedding advertisements in their RSS feed. I've seen this done in bootleg feeds, where the feed maintainer includes advertisements from the original publisher's site, but the Ars method is a bit cleaner and not done by a third party. The ad is actually an image, not any fancy HTML.

They could work on their targeting, though:

Update: As of 10:00 PM EST, 27 January, I no longer see the ads in the Ars feed inside Bloglines.