Blog advertising

I have gone through all the blogs and class materials and it took me a while to understand what can be the topic for my discussion on our forum.
I would like to spend some time understanding how such media as blogs are used to advertise.
Ads are part of our life. They influence our imagination and sculpture way we see the world. Following the latest statistics in Poland, we see in average 80 ads on TV daily, and in total over 1000 a week. I do not know if we all realize these numbers? Behind each ad there is a business, sales figures, crowds of people.
Over the last 5 years the average rememberance of ads decreased by 20%. It is not surprising - ads are now everywhere and we are overwhelmed with the number of information we are confronted with everyday: in newspapers, on TV and radio and ... in internet.
This is again a challange to marketeers, media houses and
Reading the class materials helped me to understand better the phenomenon of the internet in respect to advertisement: success is not in being general it is rather in being specific and individual. (Long Tail).
What I would like to investigate in detail is how blogs are used to advertise. What types of advertisement are to be found around blogs and what companies and products get advertised with help of blogs.