That would put video only behind search, dominated by Google, and behind banner ads, as the biggest segment of the online ad spending universe.
"The overall ad-spending universe is growing," says a spokesman, "and so is the Web's slice of that pie".
The human ability to create universes within universes, ad infinitum.
In the ad's moral universe, that is the equivalent of Romney jumping forward and saying: "Hi, I'm Mitt Romney and I want to eat your babies".
Addante says he initially wasn't sure what the company would do but that he wanted to build "an uberplatform" that incorporated the expanding universe of ad tech services.
Watch "American Idol" or "Glee", and you'll see a different universe of ads.
"Paywalls are the way to go," proclaims Sir Martin Sorrell, ad agency master of the universe.
"They deliberately sent it out to Democrats -- from what we understand, Democratic women and young Democrats -- and then some independents," said Reinholt, adding, "They're also doing web ads targeted at the same universe.
Adding to that, the corporate universe now contains a higher percentage of the companies that have traditionally held lots of cash, notably technology companies.
