Jeremy Liew has a nice post on 4th generation ad networks. Go read it, I commented, but I wanted to expound on my comment a bit.
In my mind, as he described it, 1.0 was inventory aggregation. DoubleClick ad serving was, as he described, one approach here. However, before his 2.0 – “Data” – there was “optimization”. Optimization theoretically gets more interesting as you add data. Initially the only data point was “They are looking at this page”. Now we can layer on more data.
In a world flush with data, he who can most effectively utilize all this data wins, right?
Trying to post more!