iMedia: I read that Randy Falco wrote in a memo to the AOL staff: "The easiest thing and the best thing you can do for advertisers and agencies today is make life easy for them. And Platform-A lets us do that. It'll give them the most extensive reach of any advertising network on the web. It'll give them in-depth analytics. It'll give them superior targeting. It'll give them great information about their customers. And ultimately, which is what everybody wants, it'll give them a solid ROI."

That's a lot of promises to advertisers. Can Platform-A really deliver?

Viebranz: If we close out 2008 having demonstrated to agencies and advertisers that we have the full range of assets to help them solve their problems, and that we can make it happen, I'll feel like we were successful. One size does not fit all, and so our objective is to listen a lot and to bring unique solutions that combine reach, frequency, targeting and insight to help meet specific marketing challenges. We are already seeing some tangible evidence of the combination of these assets, and there will be a lot more to come.

And let's not forget the publishers. We are expanding Tacoda's "people not pages" mantra to all of Platform-A, and we are already demonstrating to publishers that we can drive far higher eCPMs as well as large-volume inventory monetization. This sets us apart from everyone else.