When you sell online ads directly to sponsors, increasingly these days they expect to control the editorial their ad appears next to."My competitors won't be mentioned in any editorial on pages where my ad appears, will they?" is a question that honest-to-god I've heard several times this week alone.  It's gotten so bad that some PR people refuse to pitch stories or provide interview access unless you promise them the story won't be on a page with any competitor ads on it! (That's right, they do...