RadiumOne is emerging as a leader in a new breed of advertising networks, with enhanced targeting based on social data. The company is positioning itself to lock in data sources before competitors even get rolling. "Behavioral targeting in advertising led to double digit increases in effectiveness," RadiumOne's CEO Gurbaksh Chahal tells me. And he should know, this is his third advertising network. The last one, BlueLithium, sold to Yahoo in 2007 for $300 million. "But it's commoditized now, and it's time to innovate and differentiate." The key is to know what ad to show to a person, and when. That can turn low value remnant inventory to premium ad space, no matter what site or service that ad is being served on.
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