In 1997, I had a meeting with Netscape executives about a similar technology I had created out of concern for the privacy implications of cookies. I called it

In 1997, I had a meeting with Netscape executives about a similar technology I had created out of concern for the privacy implications of cookies. I called it LAD (local advertising decision). The server would send a script down to the browser saying “if the user meets X criteria, show this ad, else show Y” and so on. It could use browser history, installed software, and other factors for targeting. At the time I was laughed out of the room. Turns out I was just 24 years too early.