Hello, search engine marketers. This one's for you. Media traders, you may like this, too.
For organic or non-paid listings, after a keyword phrase has been entered, there will usually be 10 results on the search engine result page (SERP). Each result may lead to a page with a prominent, display advertising placement. This is particularly true when links to late-breaking, current events and articles rise up in the search index in the first day or two after publish - large media publishers often have graphical display which will become increasingly biddable in real-time. I'm sure there are other similar scenarios that SEMs can divine, too.
As SERP listings are subject to change in a moment's notice, having a real-time understanding of the SERPs and the biddable display advertising behind them becomes the next opportunity to touch the "intender" at significantly increased scale - if SEMs want it.
More Good News
It was recently announced that AdSense is opening up to buyers from "certified" ad networks, which is another way of saying that demand-side bidders on Google's DoubleClick ad exchange will be able to bid on Google content network placements which contains boatloads of Long Tail inventory including plenty of "premium", home page, niche inventory. Even better will be bidders' ability to leverage AdX's suspected (but yet to formally launch), real-time bidding features and coming real-time features that are likely to be a part of Right Media.
The more biddable display becomes on the Web, the bigger the opportunity for SEMs and smart media traders who can leverage their knowledge of the search engine result page with the display "easter egg" behind it to capture a key moment of consumer intent - all in real-time.