The proof will soon enough be in the pudding, or at least the conversions, as Overture advertisers will be able to make different bids for Content Match keywords later this month. (Content Match is Overture's name for its contextual advertising product.)
Though contextual listings are said to bring advertisers more traffic, many find such listings lower their ROI. This has led to the demand for the ability to bid for each product individually.
So the question is will Google follow suit ? ....
