There are basically 3 styles of brake pads: the kind used on most standard calipers on road bikes that bolt on (the post is threaded and comes with a nut), and kind meant for cantilever brakes found on bikes intended for loaded touring (with a long unthreaded post), and those for V-brakes on mountain bikes. Within these 3 categories, most are interchangeable. You can buy the brake shoe (metal holder and post included) or just the rubber pad for some style shoes (if there is an open end to slip it in and out from). Pads do differ in rubber compound, color, and the pattern molded into the braking surface. Some may be better in dry or wet conditions or on different rim surfaces. Kool-stop pads are good if you can find them. Any of the higher-end pads made by Shimano or Campy should be good. Maybe other people here have opinions.
Oil is good, grease is better.
2007 Peter Mooney w/S&S couplers/Terry Butterfly
1993 Bridgestone MB-3/Avocet O2 Air 40W
1980 Columbus Frame with 1970 Campy parts
1954 Raleigh 3-speed/Brooks B72