Jeff Jarvis offers a number of ideas:
Specialized search: Like Google, the internet has gotten too big. A one-size-fits-all search is becoming as satisfying as one-size-fits-all media. What the internet needs now is topicality: searches within health, business, sports, my town, video, books, and so on.
Ad networks: Googles AdSense and AdWords grab important marketing dollars, including those from advertisers too small to afford the big, old ad vehicles; from businesses that could never reach this level of targeting before; from big businesses that are eager to buy online but cant find any easier and more efficient way to do it. But these programs are still built on the coincidence of a word on the page on shallow content connections and not on the essence of the internet: relationships.