Media Life: Mining the Real Value of Web User Data

Online advertising industry veteran Dave Morgan, founder of 24/7 Media and, more recently, Tacoda Systems, describes in a Q&A why an appreciation of audience has been a missing component in many online advertising programs to date. It's the data, stupid.

In the interest of full disclosure, I was a close consultant to Tacoda two years ago, and I continue to believe in the product and that Dave is one of the smartest guys around when it comes to understanding and articulating the true value of online ads.