Google's AdSense has recruited some publishers for a limited beta test of rich media, including interstitials, expanding ads and floating ads, writes JenSense, according to which campaigns are likely to be site-targeted rather than contextual. The post surmises that rich media firms such as Fastclick and PointRoll are probably not pleased at the prospect of having to compete with Google if it were to offer the new formats to all publishers.

Publishers that now sell rich media ads to complement AdSense may be compelled by Google to forego other rich media offerings and rely solely on AdSense, and many would likely do so, according to JenSense, which adds that advertisers, too, would probably be "flocking to AdWords to get their rich media creatives showing through the AdSense program."

AdSense would likely come to dominate not only online text and banner but also rich media advertising.