Disqus, the hosted comment solution that’s the choice of personal blogs and big media properties alike, will get ads soon:

Disqus is working with Xaxis, WPP’s automated ad platform, to let brands buy ads against the Disqus comments, which will be shown at the top of the discussion threads and marked sponsored. It will be up to publishers if they want to show the new ads from Disqus, and they could share in the revenue.

Emphasis by me. I don’t see major properties being interested in this. Disqus ads will either die quickly, or they’ll kill the platform. Either way, this is a bad idea.