We've seen a lot of consolidation in the online advertising sector lately.

Consolidation often precedes new market disruptions -- disruptions that unlock new value by developing new competences that do not compete with the incumbents' competences. Finding the right slider, to put it in Kathy Sierra-speak.

Assuming there is a forthcoming new market disruption in the online advertising space, what might it look like?

To answer that question, let's think about what are the problems in the current online advertising sector -- the problems that need to be solved.

1. The banner blindness problem. In my opinion, the biggest one, and the one waiting to be solved, with a big payday for the solution provider. I do think something akin to the PayPerPost approach could be good here. PayPerPost might have a bit of a branding issue, though; even the name sounds cheapening and commoditizing, which in turn hurts the feelings of crybaby bloggers who want to whine about PayPerPost while being blind to mockingbird.

2. The "I don't trust advertising" problem. A lot of people just don't trust the advertising, because it is not the message they trust. They see it as noise. This is the true cause of banner blindness.

I feel the solution here is to remember that the audience is looking to give attention to the publisher and what the publisher gives attention to. And so, for an advertiser to get attention, the advertiser must find a way to latch on to the attention of the publisher.

For some serious knowledge on this subject, check this from Goldhaber -- which made our list of the best blog posts no one talks about.

On TechCrunch, for instance, I bet the Text-Link-Ads advertisement showing Arrington is one of the best-performing banner ads on TechCrunch. Why? Because TechCrunch readers want to give their attention largely to Arrington's commentary and the Arrington brand -- and this ad taps into that.

In radio, we often see the same thing, when radio hosts recite ads or have sponsors on during their show. By making the host a part of the ad, the ad becomes more effective, as it does a better job of capturing the attention that the audience is giving to the host.

You'll notice on the left side of the KidMercuryBlog home page you'll see a graphic promoting Ron Paul. I created the image, and I think it can have more effectiveness with regular readers of this blog (who are giving attention to me) because I made it.

What do you think? Is there a new market disruption waiting to happen in the near future in the online advertising space? What other problems do you think are waiting to be solved in the online advertising space?