(I wrote the linked post) This comment indicates you didn't RTFA. The entire point of it was to suggest that high traffic content sites would benefit from a wa

(I wrote the linked post) This comment indicates you didn't RTFA. The entire point of it was to suggest that high traffic content sites would benefit from a way to move their own ads, but stay "above the line" and be accountable for results. Basically, when Rupert Murdoch flips out about Google, he is on to something. He says that his product is being commoditized by its compliment. His reaction is to charge for consumers for content, and cut off air supply. My thought is that these sites should run their own ad sales, since that is where they actually generate cash. A core competency, one would hope. Another comment here says that would generate a bunch of costs from non-standard deals. It needn't be so. There are already standard ad sizes. A middle man isn't required for standard terms.