I can sorta answer this.
Yes, he is in control of the ads to an extent. We are trying to get better ones. You'll notice a Full Sail ad along with a lot of other good ads. In fact, the Full Sail one is on the bottom of the screen now. These "good" ads are pretty much directly controlled by ioi. If they do poorly though, we won't get more. By "good" ads I'm referring to ads that would be targeted directly at gamers.
However, there are also "bad" advertisements (flashy click here ads and such) which ioi is not directly in control of. We can get some removed if they cause problems, but we don't really know what will show up where.
If the good ads take off, then the bad ads can be removed. Not only that, but if the good ones do well and the traffic increases we could go to whole page ads that look much nicer and aren't quite as intrusive. I've seen some ads on some game websites that occupy 1 top ad and 1 side ad but they go together perfectly and look really nice. Also, I don't know if you remember the background ads, but those made the website look better (IMO) and were still decent ads.