I talked on Friday to Jim Barnett, former ceo of Altavista and, later, a top exec at Overture. He's planning to launch a next-gen advertising network called Turn Inc. in the next several months. He has $10 million in venture funding, and some 16 PhDs in-house. The idea is that advanced search will target advertisements to users with a precision we've not yet seen. All that can be said at this point: We'll see.
I told Barnett that I'd been hearing some skepticism about click-counting, especially from Greg Stuart at the Interactive Advertising Bureau. His response: Folks who work just blocks away from Madison Avenue can be expected to question metrics that turn their world upside-down.