Google appears to be using the Book Results in the normal web search. Barry Schwartz had posted today about seeing the Google Print earlier showing up in the regular serps. To see an example please click here (http://www.google.com/search?hl=en&q=dietary+supplements).

Upon further clicking on the Google Print listing in the regular search, it came to the page where you can scan the various pages (http://print.google.com/print?id=msuxzcfMRZIC&lpg=ix&prev=http://print.google.com/print%3Fq%3DDietary%2BSupplements&pg=ix&sig=D56A-caqpdovWZnnyIPxlqIdeqo). Now my question is:
Does anyone know who is advertising in Google Print? The ads appear on the left hand site in the category "Buy This Book". What great targeted advertising! Wanted to see if anyone else knew what was going on here?

I see the following:

Buy this Book

Amazon.com
Barnes&Noble.com
Booksense
Froogle

I am guessing that possibly the publishing company or maybe Amazon or Barnes and Noble themselves is paying for this space? How would you buy advertising here? The urls are masked so you can see them when you rollover, but clicking the right mouse button will reveal. However, you can grab the url from the source to discover it is an ad:

http://print.google.com/pagead/ads?client=ca-print-humana-press&format=googleprint&url=null&num=0&channel=BTB-ca-print-humana-press+BTB-ISBN:158829014X&alternate_ad_url=http://www.amazon.com/exec/obidos/ASIN/158829014X

Appears Humana Press might be footing the bill for the ad.

My understanding is that those are just AdSense ads. If you are in that program, then Google will put your ads out anywhere that it believes the page content warrants inclusion. Google Print is just one of these places.

Thanks Danny. I guess that makes sense, but just wanted to be sure. Seems a nice mix of paid ads and self promotion for Froogle. Also cool to see the ISBN numbers being used in the links for amazon and barnes and noble.

:)