SellSideAdvertising

RossMayfield on how to make RSS and SocialRouting into a vehicle for adverts :

My hope is that as these ad networks arise, they will keep (influential) people in the middle of the equation to curb pollution and keep the stream relevant. And that they are valued with the right metrics, which involves more than just subs, but links.

http://ross.typepad.com/blog/2004/08/rssadnetworks.html

JohnBattelle's "Sell-side advertising" takes it further : http://battellemedia.com/archives/000844.php

Hmmm. isn't this the same as ViralMarketing?