At the JavaOne conference here, Sun announced Project Insight, an effort to enable developers to "instrument" their applications in such a way that they can glean information about who is using the applications and how they are used. Another part of the Project Insight technology is the ability for developers to inject advertising into applications to enable developers to further monetize their efforts, company officials said.

However, Sun has no interest itself in getting into the online advertising game dominated by Google and coveted by Microsoft and others, despite the potential windfall in revenue.

Rich Green, Sun's executive vice president of software, told eWEEK the Project Insight technology certainly could set Sun up to participate in the online advertising arena in some fashion, but it is not a goal. For one, the market is no easy pickings—witness Microsoft's failed bid for Yahoo.

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