I've been involved in search since 1996 and I can say that I see some real innovations and new ideas that can really change the landscape.
The current advertising model is turned upside down with control and direction taken over by the end publishers, Web 'zine editors, online reporters, news bloggers. Call it "transitive advertising", bottom-up advertising, open listings, ethical grassroots marketing, it is the realization in vision and strategy of what many have been saying and paving for the last four years.
John Battelle writes:
"In essence, this new model for online ads reverses the relationship between publishers and advertisers.
In traditional advertising models, the advertiser holds all the cards. They decide what they want to spend, and most importantly, where they want to spend it.
But the rise of pay-for-performance networks like Overture and AdWords/AdSense has changed this relationship in significant ways.
First, advertisers are only paying when their ad performs - this alone is a huge shift in media.
But as I've pointed out repeatedly, these networks also disaggregate advertisers from publishers.
The advertisers are no longer choosing the publisher with whom they are doing business, they are instead choosing keywords, concepts, context."
In the new bottom-up advertising scenario advertisers release their banners, promoboxes and text links on the Web for final publishers to be picked up at will.
These new type of ads would self-contain enough intelligent code to be able to report back to advertisers how well they are performing, how many people are potentially seeing them (page impressions), how many are effectively clicked, and how many lead to an immediate sale.