Advertising, Data, once more

Dave Morgan (via Andy Monfried):

We have unique consumer insights and can tell advertisers and their agencies valuable things about their audiences and their campaigns and their products and services--things that they didn't know, and need to know. This can help them reach consumers in places that are not apparent to them right now, thus opening up underdeveloped inventory. Over time, I think that we will find that online ad-based consumer insights will be more valuable than the media that we use to deliver the ad and capture the insights.

Advertising = data.