Janal says contextual commerce, or the strategic placing of products for sale near related content, is the definitive next step in effective advertising and eCommerce. Contextual commerce has been talked about a lot lately. An analogy would be looking back a few years at little kid's sneakers that had tie laces, which is crazy because little kids don't have the dexterity to tie their laces. At the same time you had Velcro, but it wasn't being used on the sneakers to make it easy for kids to 'tie' their shoes.
Contextual commerce is kind of the same thing.
The vague concept has been around, like in the sneaker and the Velcro story, but it took someone to get the two together together. But it's still not widely used. That's the beginning of contextual commerce. It's sill too banner related. They've lost me as a customer, which means they've lost the chance to build a customer for life with the current banner situation because the customers leave their site.