The next generation of "predictive" advertising from companies such as UberMedia will target users based on inference about where they are, where they've been and what they like, writes Adam Popescu. "What we're trying to do is change advertising from intrusive to invited," said Bill Gross, CEO of UberMedia and founder of Idealab, a startup incubator. "The whole focus of UberMedia is to show the right ad at the right time, to the right person."

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