“You have to know the past to understand the present”, so said the American Astronomer, Carl Sagan in 1980. Though I doubt Carl had targeting and measurement in mind, o nce upon a time, in a galaxy that now seems very far away, this was all relatively simple. It also does indeed help to understand the past to understand the present, and in turn, the future. Pre 2002/03, all that existed were desktop websites, supported with a couple of leading browsers, a few ad-servers, underpinned by a handful...