It’s a rather dull day today, people still want Joost Invites, no one knows what Silverlight is, and blogging still helped to win Nicholas Sarkozy’s election. To get us through the doldrums, today’s top post is a little bit of meta-filtering — straight from Robert Scoble.

The question, “What is FOG?”

The answer, “Fear of Google”

Google is changing expectations of advertisers. One advertising agency exec told me she’s seeing that more and more advertisers are only willing to pay for “the last click” — she works for an airline, for instance, who wants to see ROI reports on all ads now, so it’s getting harder and harder to do creative advertising (which is where advertising agencies add their value and get their fees) in exchange for “boring” text ads. Online “pay per action” ads are training advertisers that they should be able to track everything about advertising and how well it’s working for them. Of course, as we were talking about this on the bus we rolled by a Coca Cola umbrella. I wonder how well THAT is converting!

Online advertisers are feeling the pressure of FOG, when you have a company that controls a massive market share based primarily on its ability to drive people to click on tacky, animated banners it doesn’t seem surprising.

[Above is a picture of a sad, crying clown. Unfortunately I could not find one wearing a ski mask]