It appears he is talking PPC Advertising ~ The bad thing is at least 80-90 % of the PPC Ad Space available is controlled by those two.
Depending on what Type traffic you are looking for - There are plenty of smaller PPC engines .... But it may defeat the purpose if you are only getting a smaller portion of the Google/Yahoo Crowd. You should always try to find out where "Targeted" traffic is coming from. Some of the So Called "Engines" are nothing more than Traffic Exchanges with no filtering (Language or otherwise).
at www.adbrite.com you can buy ads on relevant web sites for periods of time. At a more base level, you can advertise in small town newspapers at www.nationwideclassifieds.com , just pick a town and place your ad......