IMO, conversions will be the future. We see first Pay-per-Sale sponsored search companies and both Google and Overture are heading that way, with transparent cost-per-conversion directly in your account. Charging for the conversions instead of the click is not such a big step. Thatīs the future, I think, making click fraud a thing of the past.
Really like this idea of making the PPC engines affiliates in a sense.
I see the board is split, mostly with the advertisers complaining bout our budgets being drained while ROI keeps plumenting and the Adsense publishers who only care about their Adsense checks.
For me the SE lost it when they opened the doors to just anyone as so called partners. Most of them are simply spamming the engines with mini searches with the results.
This will come to an end.... how remains to be seen