I don't think the site owner has much say in what ads the site produces. I see that the site uses AdSense which is Google's ad programme. AdSense shows ads on the webpage which is related to the content of the page you viewed. For e.g. If you are viewing a football thread with content to do with Liverpool fc then you may get an ad to do with Liverpool such as displaying ads on Liverpool shirts for sale. Another type is history based ads which is ads relating to previous content to do with that subject. E.g. If you are using google to look for football boots, then you will get ads for football boots for sale on this site or any other website that has adsense installed.
