• by Joe Mandese  @mp_joemandese, July 28, 2009

Mahlman said he and his colleagues were reminiscing about the early days of ad networks circa late 1990s, and said the perception back then was that it was like "throwing spaghetti at the wall," and that advertisers and publishers each looked at it as a "cheap, reach and frequency play."

Nowadays, thanks to enhanced ad serving and targeting technologies, that concept has been turned upside down.

“Because of this resurgence, and that we are getting a lot smarter about how we are serving the ads, that perception has just blown up. It’s no longer like throwing spaghetti at the wall,” he said.