here is some additional information on this topic from internet stock
blog
Quantifying the vulnerability: Google generated 48% of its Q4 revenue
from its "partners network". It includes major search partners like Ask Jeeves,
AOL and Shopping.com, but it's fair to assume that a significant chunk of that
48% also came from small web publishers. Note also that Google pays a lower
proportion of revenues to smaller publishers than to large search and content
partners. A disproportionate amount of profit thus comes from AdSense for
smaller web publishers.
The lure of CPC opportunities will be very tempting for affiliates. This puts
further stress that advertisers must bolster their relationships with key
affiliate partners or risk losing them to the lure of Search Affiliate Programs
and the CPC.
All my money is on this not having much impact given that its equally widely
agreed upon that many affiliates don't produce quality content beyond
regurgitated data feeds and coupon sites. Yes, those that do pick up AdSense and
other such services.
Yes, coupon sites and forum sites like FatWallet are leveraging AdSense...
but they're also expanding relationships with advertisers beyond CPA and/or pure
commission on actions.
It's an effective earnings-per-click-world in my opinion and affiliates will
go where they can do best - elevating offers (and, in the case of AdSense,
services) that produce results and eliminating those that do not. Smart
affiliates will expand relationships beyond what affiliate networks can
facilitate. eBates has been doing that for years now.