Using PFP, advertisers are no longer selecting the publisher with whom they are doing business, but are instead selecting the specific keywords and the context in which their ads will appear

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(Continued) The RFS Newsletter, Sep. 22, 2007. Page 4
Google's AdWords programs even goes a step further by actually disaggregating advertisers from Internet publishers. Using PFP, advertisers are no longer selecting the publisher with whom they are doing business, but are instead selecting the specific keywords and the context in which their ads will appear.

Now, instead of advertisers buying PPC networks on specific publisher sites, they simply release their ads on the Internet on previously-identified servers where they can easily be found or on their own Web sites.

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