"You are the change you seek," says Dave Zinman, VP and GM, Display Advertising, Yahoo, referencing, he says Barack Obama, and perhaps Gandhi. And says that targeting companies just haven't been able to invest the time to unlock the potential of behavioral targeting inventory.

Gian Fulgoni says clients tell him they have to work harder to get a sales lift out of a targeted display campaign.

But says, Jeff Hirsch, President & CEO, AudienceScience, there is greater efficiency available through BT.

How long will it take industry to orient itself

This news story is important. I recommend that everyone read it.