Continuing on the theme of complexity

The Relationship Economy is forcing a need for new standards and new metrics in how companies engage with customers. If you are a start-up you benefit from the ability to build a community groundswell and start at the grassroots level. But what if you are a major brand and mass marketer? How do you engage and interact in this new landscape in a way that is smart and efficient. Jeremy Liew smartly points out the need for new advertising standards.

I whole heartedly agree that standards are needed. But I would like to see us go a step further. I'd like to see networks develop opportunities for brands to engage and interact in ways that are more integrated than slapping on some banner ads. Check out this screen shot from IAB's standard units page. What does this Filemaker ad do for me here? If I have clicked on this page I am in "solution seeking mode" and buying Filemaker is NOT on my mind.

Thoughts?