My thoughts about Yahoo!'s opportunity to compete with Google's AdSense being based on creating a higher quality networks, and being more open with Webmasters about the business arrangement, seems to be reflected in the hopes of marketers. In particular, the hope for a higher-quality ad network is on people's minds. Google's AdSense has steadily dropped in prestige among advertisers and marketers, many of whom feel that much of the far-flung content network is nearly worthless as an advertising venue. Other marketers feel that contextual advertising can be salvaged, but only with special handling and distinct tracking. This all adds up to a credibility gap that Yahoo! can jump into. Creation of a tighter syndication network that truly adds value and scope to an Overture campaign would give Yahoo! a leg up. The stakes remain unclear, since no company breaks out its revenue numbers for contextual advertising. But it must be worth something, or Yahoo! would not be considering entering the field. The hope is that Yahoo! will sacrifice the volume of Google's come-on-come-all approach for higher quality.