. >> when she clicked on that ad for ftd, ftd paid google. it's a revolutionary idea: advertising to an audience of one and one who's already looking for what you want to sell. the rates are so low--typically between 5¢ and 50 per click-- that almost anyone can afford to advertise, from the biggest company to the smallest mom-and-pop. eric schmidt, google's ceo, who brin and page hired in 2001 to be the resident grown-up, says that the pool of potential advertisers is almost limitless. >> and there's a lot of evidence that the companies of which google is a member are enabling a new kind of commerce between very small communities--people who can find each other--for whom the traditional advertising mechanisms, whether it's television advertising or radio, do not serve. >> the business world is just beginning to grasp the potential. >> and google should be careful, because there are some other companies that have it in their sights, such as microsoft. >> and that's a big deal when microsoft comes after you. >> it is, indeed. >> bill gates has