Cost per Influence
Ross Mayfield has an interesting ad concept by the name of cost per influence. Using cost per influence advertising niche specific publishers will be able to start running interesting ads that they see on other sites.
So long as the account associated with funding that ad has money in it the idea spreads. Once the money runs out the ads die. If ads are productive then they will be continually fed more money until they are no longer productive.
This is a similar concept to how many newspaper classified ads are ran except with this the relevant ad locations pick themselves out for you. Interesting idea perhaps best described as viral affiliate marketing.
John Battelle also followed up with an in depth post titled "Sell Side Advertising."
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