Yesterday we talked about the changes Google told the New York Times were in store for AdWords.  As outlined at Search Engine Roundtable, Google is planning on adding a new layer of transparency to its system that will allow advertisers to see exactly which sites their ads are showing up on.  They're also going to give advertisers the ability to bid on keywords for specific websites as opposed to a blanket bid across the entire Google network.

IT'S ABOUT DARN TIME!

Back in December, in a roadmap post for Ask.com, I addressed the issue of advertiser control:

I've always said that the first search advertising platform to give the advertiser full control over their campaigns would win.  This is good step in that direction for Google, but an even better step for advertisers.

Now they just need to do the same thing for their search partners as well.

Enough said.