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(Continued)     October 2, 2004 edition
"There's tons and tons of money to be made," said Brill. He acknowledged that Microsoft is intent on playing catch up with its own web search engine later this year yet projected that both companies could hit a fiscal wall.

"There are two fears here: The better we get at search, the cheaper the ads are," Brill said. "Another possible problem is it's becoming cheaper and cheaper to build a search engine. It could at some point get commoditized."

And to end this busy week in the news, FindWhat.com unveiled on Friday its AdRevenue Xpress, an automated distribution partner program targeting small to mid-sized businesses. The distribution method is similar to Google's AdSense, but it uses category or keyword-targeting, rather than contextual targeting.

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