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Something very rules based, not necessarily portfolio based. I'm looking really to just hedge against over spending on keywords for a given average position.
Reality is the API fees Google charges are such that it wouldn't be economically feasible for a third party to build a business that supports 100's-1000's of advertisers each spending ~$1000/mo.
BidRank works very well for Google Adwords and YSM. The only drawback is you cannot use it for MSN, but I checked recently and they are working on that.
[edited by: UnitedRigo at 3:59 am (utc) on Mar. 15, 2008]
Personally, I prefer to manage my own bids manually. But, if you've done it long enough, and are comfortable enough to maintain your accounts via automation, then go for it.