Contextual Ads, Simple version?

[KLCC]

Hello,

I was thinking about Adsense, Adbrite, Clicksor,...
I know most people prefer Adsense (highest bids) but if I ask you to think about such system from Publisher's and Advertiser's side, let's help me to create a simple service! What would you put into it to get simple and easy-to-use thing that would still attract Publishers and Advertisers. Forget high bids because I can't compete with Google here. Anything else than that goes below:

(Thanks)

[AussieWebmaster]

For basics: the ability for both Publisher and Advertiser to choose where or what they host.
Real-time stats: a combination of stats with ROI tools to see which products work best for both parties so a true meeting of the most successful advertising/publishing partnerships are developed.
Lessons about AB testing to compliment the above would be a nice touch.