Very interesting new player that seem to have come out of nowhere. [Except that it has been around for over 5 years] Proximic is promising, in the sense that it might actually open a new advertising channel for content or contextual search. There is an interesting post at techcrunch where there is a good explanation about the technology [somewhat hyped up].

My take is that if it succeeds then eBay and Yahoo! will finally have a go at Google. Of course, this is in the worst-performing area of Google’s search business - but for eBay and Yahoo! having a go at Google is better than whatever they been doing (i.e. Yahoo Publisher - nothing personal Shannon) and I hope this drives innovation beyond the silly campaigns advertisers are forced to run in the Google content network.