Building an infrastructure for this is an immense task.
It certainly already exists within Europe and I would have thought to a greater extent in North America, certainly Australia and New Zealand, India's always been a mess however they are making a better mess...China's infrastructure is probably going to be one of the best, the main parts of Russia are well-connected, Japanese are used to virtually anything thrown at them, the Middle East is developing extremely well which basically leaves us with Africa and South America.
They vary however the Chinese have been investing Billions in various African countries for years and have built-up an incredible amount of goodwill for what they have created. I don't get to South America much these days yet those countries I deal with and the TV programmes I have seen would suggest that things are looking pretty good for them too.
Where does this leave AdSense and on-line publishing?
One would have thought in a pretty good place but I am not at all so sure insofar as experienced consumers are concerned. Why? I bought a new touch-screen PC for my wife this week, did I click on an ad anywhere, no.
Basically I deal with half a dozen different electronic companies, some are High Street names, some totally Internet based. I received an e-shot for this PC, which I had been considering anyway, I checked out the price v my other suppliers and ordered. No surfing, no clicking on any Adwords anywhere.
Just multiply that by the amount of people who automatically go to Amazon, eBuyer, Play, "their favourite store", these companies have invested billions in creating their extremely successful on-line brands, satisfy them a couole of times, don't rip them off and they will return.
Herein lies the conundrum for AdWorders, how do they create demand in what is now a mature market in the west when buyers have already more or less decided where they are going to buy their product(s)?
For developing countries it is much more difficult because if any western ad agency believes they can sell the same products without any thought to local culture, they are in for a rude awakening.
All this has a huge implication for AdSensers globally, I know of Indian AdSensers earning big, big money since the mass market there is still developing at a very fast rate, China likewise, but just where will these leave many publishers...only time will really tell.
I'll give you an interesting comment from a friend of mine who is the general manager of our regional sorting post office..."If it were not for Amazon and eBay we would be closed"!
