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People have always asked for a solid Google Adsense competitor. Maybe this will be it. Though looks like it's not wide open yet, publishers have to apply/ be certified: http://atlassolutions.com/partners/

But you could imagine this being pretty massive.

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Google's got a ten-year headstart in this domain. It'd be great to see a worthy product from a formidable competitor, but I'm going to wait a while to hear some of the experiences of other publishers before I implement. I doubt that they're truly ready to compete with the AdSense platform at this point.

I will certainly test it out on all my sites - honestly I wonder what took so long, adsense has been ripe for competition for too long now

Facebook is the only platform that has the scale necessary in the english speaking world to attempt a full-blown competitor to AdSense. I'd suspect that Facebook's relatively slow crawl toward full monetization is part of the reason they didn't do it sooner. They're just now getting the ad machine up to speed.

I'm also curious to see what kind of results Amazon's new ad network efforts yield. Narrower scope in some regards, but they obviously have incredibly valuable data.

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