I was listening to a discussion between Marc Andressen (Netscape founder) and Don Rosenzweig (COO Of yahoo)titled " Lessons Learnt - Futures Predicted" . One of the main prediction from the discussion was relating to RSS , where the evolution is going to happen very fast. Monetising the content in RSS feeds might bring about a new Overture type of player in the market. One such player is already out Kanoodle which matches ad to the content and pays the blogger depending on click throughs

More players are definitely going to enter the market and its just a matter of time before consolidation takes place.