There’s a very interesting conversation going on about the concept of sell side advertising on a number of blogs. Ross Mayfield kicked it off with a short essay on cost per influence. John Batelle took it from there and coined the term sell side advertising.
Ross took it back to add in a buy side component. Jeff Jarvis thinks this is a good start and wants to go farther by putting the consumer in control. Finally, Robin Good summarized the whole discussion as did Rajesh Jain’s on Emergic