bokelley writes "TechCrunch has an article today about a new product called RMX Direct that holds a real-time auction for every ad on a site. Networks and advertisers bid based on the quality of the user (geography, site, time of day, etc). This could be game-changing for sites and blogs; if networks have to compete, will we see AdSense disclose more about its payouts to publishers? Will other networks like Advertising.com and ValueClick participate, or will they continue to force publishers to make hard choices? In a lot of ways, this has similarities to the challenges that Linux faces in a Windows world. The open source community has been fighting for more than a decade to make the progress it has, and we're not there yet — will online media be different?"