New Way of Advertising?

I was reading a blog by Don Reisinger about the agreement recently made between Hallmark Television and Google. http://news.cnet.com/8301-17939_109-10112530-2.html.  He explains, “Instead of employing conventional techniques for television advertising, Google takes its online model and applies that to the medium. The company aims to provide greater relevancy by using proprietary targeting tools and an auction-based pricing system, which only costs advertisers when impressions are delivered to their ads.” Sounds like an interesting new take on advertising. I wonder if this new process will gain in popularity.