Overture Bid to Postion

Not sure if this is new, but I just logging into Overture today and I noticed a bid to position option, where they state:

Choose the desired position for your Standard Match listings. Your Max Bid will be set $0.01 above the Max Bid of the advertiser currently in that position. If you'd like to set a limit on your cost per click to attain this position, enter it in the box next to "No Max Bid to exceed" and you will be given the best position available for that price.

It allows you to set your max bid and bid for postion 1 through 5.

You can still bid using the regular old max bid format, but it interesting to see some of the third party bid management type functionality integrated directly into the bid management systems. Bidding to position is only possible for the Standard match type.

This new feature moreless integrates bid jamming right into the ad management console, simply state you want to rank 1 position below your fiercest competitors and crank the bid price way up.

Of course this will also encourage click fraud. By factoring clickthrough rate into click cost AdWords helps ensure relevancy and combat some of the potential click fraud. Sorta amazing to see that Overture has not been more proactive in using CTR.