Google has turned us all into monetizable micromarkets. An ad for everyone, and everyone in an ad. the New York Post is now advertising against the keyword "Rachel Marsden" on Google to attract readers. If you're asking "Marsden who?", then you've gotten the point already. Marsden, the Canadian political commentator (and Valleywag commenter), is best known for having been dumped by Wikipedia founder Jimmy Wales on Wikipedia. Current Post readers are no doubt more interested in her reportedly unceremonious exit from the Fox News show Red Eye. What this ad buy tells us: That the Post thinks it can profit from attracting the small number of people who have heard enough about Marsden to search on her name. And that if Marsden is worth advertising against in Google's frictionless marketplace, every last one of us is next.
Will Gawker start buying "Julia Allison" ads, to cement its ownership of that unhappy subject? Will Valley entrepreneurs buy their own names as keywords, to prevent rivals from doing so? Will we all eventually pay a tax to Google — advertise our side of the story, or let others tell us for it? All intriguing. While you muse over that, I'm going to start pricing out "Jason Calacanis" ads.