Hello, search engine marketers. This one's for you. Media traders, you may like this, too.

With the hoopla around the launch of Google DoubleClick's AdX 2.0 ad exchange, the display advertising opportunity will come into focus as the next tactical overlay for search engine marketer (SEM) strategy.
For most SEMs, Google's search platform is the primary obsession these days as it easily eclipses the traffic of Yahoo's soon-to-be-shuttered search engine and Microsoft's Bing. Consequently, core to the function of the SEM is managing their rankings or positions in Google's organic results or paid listings for keywords and keyword phrases.
And publishers, you benefit, too, due to increased liquidity or bidding on your inventory - as in higher CPMs. Ch-ching.
Let Me Example You
For organic or non-paid listings, after a keyword phrase has been entered, there will usually be 10 results on the search engine result page (SERP). Each result may lead to a page with a prominent, display advertising placement. This is particularly true when links to late-breaking, current events and articles rise up in the search index in the first day or two after publish - large media publishers often have graphical display which will become increasingly biddable in real-time. I'm sure there are other similar scenarios that SEMs can divine, too.
As SERP listings are subject to change in a moment's notice, having a real-time understanding of the SERPs and the biddable display advertising behind them becomes the next opportunity to touch the "intender" at significantly increased scale - if SEMs want it.
More Good News
It was recently announced that AdSense is opening up to buyers from "certified" ad networks, which is another way of saying that demand-side bidders on Google's DoubleClick ad exchange will be able to bid on Google content network placements which contains boatloads of Long Tail inventory including plenty of "premium", home page, niche inventory. Even better will be bidders' ability to leverage AdX's suspected (but yet to formally launch), real-time bidding features and coming real-time features that are likely to be a part of Right Media.
The more biddable display becomes on the Web, the bigger the opportunity for SEMs and smart media traders who can leverage their knowledge of the search engine result page with the display "easter egg" behind it to capture a key moment of consumer intent - all in real-time.
I think you are on to something I predicted when the DC deal was announced two years ago http://bit.ly/Ew1uq
Keep in mind Google's long term viability is all about at cross-channel optimization - Search, display & mobile variants of each - first for their pockets and then for advertisers. They will not be optimizing in buckets but across the spectrum. They have many levers to pull in order to do this and to expect them not to test these ideas out is to not understand how Google works.
Great piece!