Why should Google have all the fun? More importantly, why should they get a cut of the advertising revenue when you can build your own AdWords/AdSense engine?
IDG apparently feels that way as they plan to roll out their TechWords program this Spring. Interesting and brilliant, if you ask me. They already get all the eyeballs and can create an auction-based system to sell the keywords. Sure, Google has a lot invested in their technologies, but it’s not rocket science.
Kudos to IDG for proving that disintermediation is alive and well! I’m surprised we’re not seeing more and more of this popping up, at least on the sites that are part of a larger network within one parent organization.