“Sell-side” advertising – becoming a reality?

John Battelle links to adMarketplace Network, an interesting platform which is seeking to build a “publisher network” of sites delivering ads. Unlike AdSense, this seems to deliver graphical advertising rather than text links, with the advertiser choosing what type of creative they want, and what type of audience they want, and then the ad going out and being served on a network of sites. This is very similar to Battelle’s earlier vision of sell-side advertising.

Anyway, they’re powering eBay keywords. Battelle points out that they’re now offering publishers a bounty on introducing clients to the network. The publisher who does the introducing then participates in revenue from that client wherever they are on the network.