Blogs, feeds, and podcasts - a potentially huge advertising market - have yet to be tapped, with no system in place for advertisers and bloggers to work together efficiently to realize that vast potential. That's the starting point of a column by Jeff Jarvis in AdAge proposing some solutions, including an open ad marketplace; the piece is nicely summarized by Poynter's Amy Gahran.

Jarvis recommends unique metrics ("An open-source standard for measurement that tallies not just audience and views but other key values of citizens' media"); easy placement ("Open-source code for placing ads from any advertiser or network on any participating site"); systems of trust ("Some direct-response advertisers may be fine with their ads appearing most anywhere…. But brand advertisers must protect their reputations"); and an easy buying process ("An auction system to automate negotiation of rates").

Jarvis is working on his proposed solution with Jarvis Coffin, president and CEO of Burst Media, "to organize a trade group for citizens' media, which could begin to set measurement standards and perform research on the medium."