For a well known blogger I can see how this might add up to real money. But for most people, ad revenues aren't going to add up to much.
Here is a quote from the WSJ article:
Many of the most widely used programs are adding features to allow users to customize the appearance and placement of ads on their sites. Some also are introducing newer money-making mediums such as audio and video ads.
"There's going to be a lot of new business models in 2008 that are geared toward more monetization," says Pete Blackshaw, executive vice president of strategic services for Nielsen Online, the Web analysis unit of the Nielsen Co.
Blog publishers could certainly use the help in making money. The vast majority of publishers make less than $10 or $20 a month through advertising, according to Internet-advertising experts. How much money is made through advertising on a site depends much on how much traffic a site gets, the trustworthiness of the content and how relevant the ads are to the visitors.
As for a business to business technology company, blogs are going to be part of the way that it communicates with its employees, customers, prospects, traditional media, analysts, other bloggers and other audiences. It's not going to be a source of revenue.