The sales pitch for the new age of people-based digital marketing is fantastic. The ability to identify and serve ads to unique individuals across media and devices is incredibly attractive. Advertisers can find the exact audience they are looking for and engage consumers at the optimum moment in the ideal context. Publishers have new tools to merchandise and maximize the value of their content by connecting their visitors with the advertiser who most values the particular combination of behavioral traits, media quality and context. Consumers are rewarded with personalized media experiences and interactions with advertisers that provide real value.