Shopping.com founder has new startup Adapt.tv - Cutting-edge adaptive advertising in real-time

Adapt.tv is the new play toy for Shopping.com founder Amir Ashkenazi.
His new startup is aimed at turning upside down the current online video advertising world.

So what are they doing? They have released a new online video portal named Metacafe.  Adap.tv is structured to have advertising that "adapts" in "real-time" to consumers' interests and viewing behaviors (statistics).  This is a big plus for advertisers as this will allow them to target potential customers in a more direct way.  So the advertising has a better chance at be converted to actual sales revenues.  Amazon and Shopping.com are counted as their clients.