Traditional publishing industry finally awakes from the long dream? They’re planning to shake things up for Google & MSN/Yahoo! advertising.

Website Magazine added The New York Times Co., Hearst, Tribune and Gannett to the list of big publishers looking to push ad networks to the fringe.

Over the weekend, these companies thumbed their nose at big ad networks in favor of their own, private system to serve targeted online advertising.

"Do they come here to sleep? No, they come here to be woken up." (go see Inception)

The hope, of course, is to ultimately drive up ad rates. Surprise! Shock! But we *might* get better, more relevant targeting options.

Hopefully these companies and their respective online properties will be able to better serve their advertisers and cut out the middleman.

Instead of advertisers bidding on ad space based on targeted parameters – regardless of the website on which the ads will appear – you can bid for ad space on the New York Times website, or even down to the article level.

Yes I would like to see individual article advertisement options on New York Times, thank you very much.

It’s interesting to note that this announcement comes on the heels of Google’s latest algorithm update, dubbed “Farmer”, which seeks to downgrade low-quality websites in search results.

Quality content is still king – something The New York Times and the others can all but guarantee to prospective advertisers. Ad networks have a much more difficult time making such promises.