The New York Times: Instant Ads Mean Real Time Personalized Advertising
eBay partner AppNexus lets advertisers decide within miliseconds of a prospective customer appearing at a site and doing a search whether to flash semi-personalized ad.
“Time is now on the side of online advertisers.
Advertisers have been able to direct online messages based on demographics, income and even location, but one element has been largely missing until recently: immediacy. Advertisers booked slots in advance, and could not make on-the-fly decisions about what ads to show based on what people were doing on the Web.”