How far off are we from Google auctioning off behavioral “meta data” gleaned from Web surfers within a specific geography typing “The North Face Denali Ski Jacket” into Google.com and then helping the winning advertiser place geo-targeted radio or magazine advertising buys in the region of strongest demand?

On the heels of last week’s Search Engine Strategies conference in New York, I’m left with better perspective on Google’s (NASDAQ: GOOG) advertising market growth plan—to transfer the success of its auction-based AdWords and AdSense platform to other forms of media.  Yet Google may have a fall-back plan if advertisers reject the transfer of its highly successful ad selling innovation. 

The “Attention” Model
Simply stated, second to transferring its successful ad platform to radio and print media, Google looks to become the King of all Attention Meta-data. 

What exactly is this new “attention" world all about and why is it being talked up by the movers-and-shakers out in Silicon Valley lately?  From Newscorp’s acquisition of social networking site, MySpace to Google’s acquisition of Web analytics solution provider, Urchin we can see a clear grab for what is, in fact, piles and piles of data that measure the “attention” (and behavior) of Web users—sometimes on an individual basis (raising serious privacy concerns) and sometimes in aggregate.  How to make money using the “Attention Model” is still being hashed out by thought-leaders like Steve Gillmor and, of course, is hotly debated based on its fundamental use of what consumers/users consider private—one’s gestures and actions while using the Web.

Evidence
Urchin (a pile of data describing precisely how users interact with eCommerce sites) is merely one example of Google’s plan B.  Indeed, as John Battelle points out Google is looking to take the success of its AdWords “advertising auctions” model and transfer them.  This has little to do with the “Attention” concept but if it fails what is Google left with?  Again, piles and piles of data that, at least, measure behavior and attention of users. 

As an example, Google can match searching activity of users in a particular zip code (demand for products/services) with radio ad buys covering that same zip code.  Powerful… but if advertisers reject the notion of buying radio and print ads through an auction Google would be left with the information it already has—describing geographic demand.  Nielsen/NetRatings and Arbitron data suddenly looks weak.

From Google’s Mouth
Today, Google is able to help advertisers take virtually every product to market based on its SKU identifier, model number and a variety of other product-specific information that users type into its search engine.  That’s huge and highly unlike selling on the radio or in print… BUT consider the residual data Google is left with.

As stated last week by Google’s Tim Armstrong, VP of Advertising Sales…

“The information that comes out of digital media such as search and contextual targeting is transferable to other media… Advertisers wanted to see if we could apply some of the measurably and accountability of search to contextual targeting, and we launched that several years ago.” (AdSense)

The information, says Armstrong. 

Google is clearly gearing up to transfer its already successful innovations and leverage current advertiser relationships… yet I wonder how serious they’re looking at competing with those who measure “attention” and behavior.  I also wonder if Google will be at the center of the “attention measurement” game (assuming there is one) in years to come.