Zane’s verdict

Potential for scale:

This all depends on the number of publishers that are willing to add another ad format to their mix.

Potential for targeting:

With logo and facial recognition, brands can use some innovative guerrilla marketing to piggyback off bigger brands. The question is, does it work?

Likelihood of becoming mainstream:

It’s a new revenue stream for publishers and a better targeting tool for advertisers.

Final score: