Theres no question that delivering the right ad to the right user at the right time delivers better results, says Bellack.

We have years of experience in doing this with search and text ads were now bringing that experience to the world of display. This means investing in a smarter ad server that can automatically learn where and when a given ad will get the best response, as well as manage delivery to deliver those improved results for publishers. This new ad server can even anticipate a publishers future events and adjust delivery accordinglyfor example, if traffic drops off every weekend, the ad server can automatically speed up during the week to keep everything moving smoothly.Other topics mentioned are Googles variety of tools designed to provide data, reports, and controls, etc. It also talks about open APIs enabling the building of apps that cater to advertising apps. Give the post a read if youre interested in the strategies Google is focusing on with regards to display advertising.