A world divided into brand and bulk advertising? After the hype and novelty of Internet advertising died down (at least according to some), big name, blue-chip brands sought to advertise on highly visible branded sites, while smaller companies tried to figure out the performance formula for successfully targeting niche and vertical audiences. Superficially, today's online media landscape seems to be the result. A finite number of cash-rich brand advertisers dominate ad space on household brand media sites such as the New York Times, while all other advertising on the Web is network-run or text advertising: bought in bulk and cheap.