General Business: Read/Write Web: Open Advertising

Came across an interesting write-up on R/WW

The idea is to create a content-based advertising network similar to Google. However, instead of only giving publishers 50-80% of the profit, they get it all. Obviously that's incentive enough for distributors to test it out.

What about advertisers? There needs to be some value-add, similar to open-source products. Red Hat doesn't make money by selling Linux, they make money by supporting it and adding value. In order to get advertisers to switch, you need to add some serious value.

One thought was performance-based advertising not only via clicks, but via heatmap tracking. The advertiser inputs their URL into the system, and then they are able to "draw" and "mark" which parts of their site will receive a higher payout for publishers. For example, if I'm selling Apple products, I might pay a flat $0.15 per click, but I'm willing to pay up to $0.50 per click if someone clicks "add this item to my shopping cart" or "view more products".

Thoughts?