skibum - 11:59 pm on Sep 19, 2007 (gmt 0)

For publishers/affiliates to make any money from this and for advertisers to actually generate sales, something more than a contextual keyword matching computer algorithm is needed.

This is really an affiliate model and successful affiliates sell stuff, they don't just put up banners or text ads, which is what this probably amounts to. Haven't used it but I assume it is basically AdSense but with a CPA compensation model.

CJ's failed LMI initiative last year that was designed to operate more like AdSense where advertisers could have more or total control over the copy in their links. It was resounding rejected by affiliates because affiliates need to control messaging in order to sell stuff.

Advertisers can probably get some free impressions and clicks until publishers realize that they are getting paid little or nothing for the ad inventory that these ads are taking up.

If an advertiser wants to pay on PPC or CMP basis, that should buy total control over the messaging because the publisher or affiliate gets paid for their ad inventory.

If the risk is to be transferred to the publisher or affiliate on a CPA or rev share basis, then the publisher or affiliate needs to control the message and the context in which it is placed so they can sell stuff.