Chitika Proclaims the "Death of the Banner Ad"

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Chitika plan today to declare the "death of banners" at the webmasterworld show. They will launch eMiniMalls, a kind of contextual ad on rails, and it's pretty interesting stuff...
You can grab a Powerpoint presentation here
I spoke to the boys and girls at Chitika on Friday, on the bus heh... and got the full pitch, essentially it goes like this: The units come in all the regular sizes of traditional banners, but they're full on interactive, presenting a product rather than brand, and featuring comparative shopping/recommendations from Shopping.com. There's a search box in there aswell, not to mention links to blogs covering the product, reviews and all kinds of other gizmos...
The system is quite intelligent. You can pick your own keywords or trust their contextual system to pick them for you and products that work on your site are promoted more heavily - meaning that the system tunes itself to a particular site and audience ensuring that the most popular and successful products come out tops...
The units work on a CPC basis with 60% of the revenue going to the publisher. See the powerpoint for all the details.
Im not sure it could work for a site like this, but i plan to have a word later this week and if they think it could work i might well give it a try here, afterall, the adsense is close to useless :)