The New York Times reported today that Google will soon allow advertisers separate bidding for individual publishing partner sites.
Citing Kim Malone, director of online sales and operations for Google AdSense, NYT stated "in the next few months, Google's advertiser reports will begin listing the sites where each ad runs, Ms. Malone said. She added that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google's entire network."
This change in the information Google will provide their advertisers should have a huge impact on which sites many advertisers elect to bid on.
The NYT article was outlining the transparency of small engine Quigo.com that already offers this feature. Many of the smaller engines have offered this feature for some time, but Google had never opened up to allow insights into individual publishing partners; the content program was in or out - no options.
This new change will be interesting to watch. If some of their publishers are eventually dropped due to lack of advertiser interest where they end up could be future problems for other engines.