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I caught this news story in the NYT today which may have implications for AdSense publishers if what it talks about is implemented by Google. Basically, the upstart Quigo lets advertisers select specific sites where their ads will be showing on the contextual network.

In response to further questions about Quigo, though, Google said it was prepared to make changes to its AdSense service that mimicked Quigo’s approach, an unusual step for a company accustomed to mapping the terrain in every aspect of its business.

The way I see it, if Google adopts this change, advertisers will be able to specify which sites they want their ads to show on for the content network. That means that advertisers may choose to advertise on say, CNN or NYT or ESPN, and bypass smaller websites altogether which would be a blow to many publishers relying on AdSense for revenue.

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