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For starters, I doubt that, unlike CJ and all the other affiliate marketing guys, Google will let advertisers who pay only "per action" get a free ride and display graphic ads (aka traditional banners) which would give them free "branding". I may be wrong, but I think they are only going to allow Adsense-like text-only banners - and display only the ones that perform well. In other words, I am sure that, again unlike CJ and the other affiliate marketing guys, Google is going to do some serious number crunching, and will then display on every site only the ads that bring in (or are likely to bring in) the most money "per impression served" on that site - that is, only the ones that perform well and thus bring the money home, given that sites (and Google) will only get paid on a per-action basis. I don't know if CJ, the other affiliate marketing guys, MIVA or YPN are ready to offer something like this, but if they aren't, they're roadkill.