avant marketer: Real-time Branding Optimization: The Future of Internet Branding

An interesting interview with Rich Person, CEO, Poindexter Systems (get your website sorted out) providing insight into the process of real-time optimisation for online campaign. What I don't get though is why this is being put forward as new. Please correct me if I'm wrong, but I thought that companies such as advertising.com (Adlearn) have been doing real-time qualitative and quantative campaign research for ages?