Pull quote: "All too often, online advertising is a zero-sum game. The more intrusive display ads are to the user, the more benefit the advertiser perceives. And in a CPI (cost-per-impression) paradigm, the ad publisher is firmly on the side of the advertiser. But with strong targeting and CPC (cost-per-click) billing, a virtuous trinity emerges: the more relevant an ad is, the happier the user is, and the more likely to click on the ad. This gets the advertiser more engagement, and the ad publisher (who gets paid per click) more money. All three participants are incentivized by better targeting, and all share in the created value. Creating this virtuous trinity, rather than spamming the web with banner ads, is how to truly succeed in online advertising." - Peter Murray