weeks - 9:42 pm on Feb 25, 2008 (gmt 0)

For many webmasters with Google ads, this could be good. For the buyers of ads...

If this something you can turn on and off, Ultra will work for some and not for others. It will depend on the product, the market and the web site. I can see Google urging ad buyers to try it.

If this is something that cannot be turned off or is difficult to turn off... Well (and this is a very harsh thing to say) Google is trying to move itself closer to broadcast television and radio, where you have much less of of an idea how your ad is working. This is not good.

This is interesting, however, in how it goes back to Google's roots in reading what is on the web and what is going on within the web. The only way one can really test it is in the real world, however.

Keep it optional, Google. And make it clear what is what. The broadcast ad model may not be evil, but it's close enough to it for my taste.