I was looking at the new Smashing Magazine design and first of I have to say, it looks great.
One thing that grabbed my attention though was that the Right Hand Side adverts get dropped during the 'first stage' of the site shrinking down to a more mobile friendly version.
Obviously when the ads are referral based the only people that are getting hurt are the webmasters that made the change, but what about when advertisers are paying for a certain slot.
If webmasters decide to make their sites act responsively (and I think we should) should we be selling ad space per window size?
I also wonder if there has been any examples of people maybe going from banner / image based adverts to text based on smaller window sizes?