Sell Side advertising

Very cool discussion of "sell side advertising" from the minds of Ross Mayfield and John Battelle. Perhaps this has already been discussed, but I would take the idea a bit further--not just ads, but links. If I blog about a cool digital camera, I should be able to make a link to an ecommerce site selling that camera and get some juice. Perhaps there could be an open standard version of something like Vibrant's IntelliTXT in which certain key words and phrases link to advertisements. For every CD, DVD, book, or what have you a commerce site could publish SSLs ("sell side links") that any publisher or blogger could link to as they like. You could even have a market for these links, a la Google Ad Words, so that commerce players compete to provide publishers with the best payout for linking to them. Some cool possibilities here.

Excerpt from Battelle:

But here's the heart of Ross's transitive advertising model, or what I'd like to call Sell Side Advertising. Instead of advertisers buying either PPC networks or specific publishers/sites, they simply release their ads to the net, perhaps on specified servers where they can easily be found, or on their own sites, and/or through seed buys on one or two exemplar sites. These ads are tagged with information supplied by the advertiser, for example, who they are attempting to reach, what kind of environments they want to be in (and environments they expressly forbid, like porn sites or affiliate sites), and how much money they are willing to spend on the ad.

Once the ads are let loose, here's the cool catch - ANYONE who sees those ads can cut and paste them, just like a link, into their own sites (providing their sites conform to the guidelines the ad explicates in its tags). The ads track their own progress, and through feeds they "talk" to their "owner" - the advertiser (or their agent/agency). These feeds report back on who has pasted the ad into what sites, how many clicks that publisher has delivered, and how much juice is left in the ad's bank account. The ad propagates until it runs out of money, then it... disappears! If the ad is working, the advertiser can fill up the tank with more money and let it ride.