Ad money increasing, ad payouts decreasing

A very interesting story on Michael Gilmour's Whizzbang Blog : Where's all the revenue going?

This brings up the differences between the increasing ad money coming into the PPC market, yet a general decline in payouts. So where's the extra money going? Initially it looks like it's staying with either G or Y, but people are still digging.

Of course, if payouts continue to decline, in the face of increasing advertising money then a small upstart is likely to have the nerve to take the two big PPC engines head on and target the domain parking business. Other research has shown that parked generic domain names can deliver over twice the conversions of ads placed on active, content led sites with less-good domain names. If an new PPC ad company can get in there and share more of the incoming ad money, they will have people biting their hands off.

I concede that writing a whole PPC system isn't easy, but it's not impossible. And the money at stake means that this could soon be a viable option for the big domain holders.