A very big step:
http://www.businessweek.com/technology/content/apr2007/tc20070414_675511.htm?chan=top+news_top+news+index_businessweek+exclusives
Now any banner used by doubleclick can show "personalized" content per user profiled by click through analysis that doubleclick potencially already own *and* user analysis stored by google ads, google search, text analysis on the gmail account and so on...
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