I work in advertising....have done for coming on 20 years...

I work in advertising....have done for coming on 20 years now.  

I have only skim read the document so far, but I agree - its on the money from a strategy point of view.  As an advertising guy I can see how this would be really useful for marketers (of certain products....not all) as it is highly targeted.  The only draw back I can see concern overall scale - I can see how this would be a 'nice to have' on the media plan, not an essential media channel.  I could use a combination of TV, online & outdoor across major publishers to achieve many of our clients goals....and we tend to consolidate spend across limited numbers of publishers to drive cost efficiency. 

so it definitely has opportunity, but I do not believe it will set the world on fire.....