I have been watching ROOT for some time now.  I think it is founded on a very basic, sound concept and I am convinced it will be successful.

However, it has been a slow development.  I am surprised by this because, at this point:

• Internet traffic is liquid
• There’s broad acceptance of keyword buying
• There are existing players arbing out keyword price differences
• So, the next natural step is the creation of a marketplace/exchange to further remove remaining frictions in this area.

Seth Goldstein has just announced that the Chicago Board of Trade has invested in ROOT.  That’s great news and it is one more step in the completion of the above process.