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I doubt this would ever take off in a big way.
Brand safety is a big deal in the mainstream ad world. Most ad exchanges and RTB platforms have been making a big deal of adding brand safety features to their products. Contextweb/Pulsepoint dumped a whole bunch of publishers this year and launched an RTB platform and now scrutinize the publisher applications with a fine tooth comb.
eat24 is a small fry with a limited ad budget. Sure some brands, like alcohol maybe, would cross over but I doubt we'll see the big, honking, display ad buyers fly their banners on Pornhub. Those guys aren't really shopping on based on how much they're going to save on their CPM.
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