• Adweek, Tuesday, February 16, 2010 11:21 PM

A new Web ad architecture is developing that promises to remake how advertising is bought and sold, borrowing the best of paid search auction systems while going beyond their targeting to allow advertisers to show each ad only to the audience they want.

The promise of digital display advertising has always been that it would allow marketers to put the right message in front of the right customers at the right moment. For the most part, it's fallen short. Display is hampered by the fact that it doesn't have a clear intent signal like search. Instead, display advertising has looked for signals elsewhere, with mixed results. Content is still the top proxy used for finding the right audience.

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