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Needless to say, this report should positively effect AdSense publishers.
It was more a discussion on how retailers were looking to cut costs during the economic downturn (recession), and their realizations that instead of losing sales to e-commerce, brick & mortar stores are embracing online retailing to maintain or even increase sales even when many people are cutting back on shopping because online marketing is so much more cost efficient than traditional retail marketing (off-line).
Someone should develop a simple online course for advertisers in how to develop a good PPA advertising program. Then post a list of advertisers who have completed the course. If done properly, publishers should be flocking to those advertisers.
That's of course assuming Google gets their end of the deal functioning properly.