The Evolution of Ad Tech | MIT Technology Review: "Something else happened as a result of the Internet’s growth: voluminous amounts of data appeared and so did the opportunity to use it for finding and targeting specific online consumers. At last, marketers delighted; the right ads could be delivered to the “right” people, anywhere they appeared online. To do this, marketers would analyze the data to determine patterns of consumer behavior and pinpoint what products or services the user was most likely to respond to in order to influence sales. "
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