Google User Tracking and Ad Targeting: "a single creative concept [will] create millions of permutations based on the user"

The integration of data on users and their networks along with advances in digital ad creation now permits many more variations of a interactive ad that's based on the unique behaviors of an individual.  It's one of the key issues involved wth the fight to protect online privacy.   Here's an excerpt from today's on Google's Neal Mohan (from Campaign Asia):
"Whether you define display as video advertising, mobile, laptop… we believe there’s the opportunity to grow the market from a $20 to $25 billion market to one worth $200 billion,” said Mohan in a phone interview with Campaign. This, he says, is why Google has been investing so heavily in the display ad space. “It’s a fairly large jump but we believe it’s entirely possible.”
Over the past few years, Google has acquired YouTube, DoubleClick, AdMeld, and Teracent, to name a few parts of the tech giant’s ad display universe. According to Mohan, Google also has hundreds of engineers working on their display advertising offering globally...We’ve been working on technology that can take a single creative concept and create millions of permutations based on the user – who they are, what they’re doing and what they prefer..."...
Finally, ads have always been measured by impressions and click-throughs. “It’s time to move beyond this and we’ve been working on ways to measure ads by levels of engagement, such as video ad formats, that tell the advertiser if the user watched the video and measures the actions within the ad itself. Most of all, we’re working to allow brand advertisers to be able to measure the brand lift associated with the display campaign.”
The future of display ads will see dynamic delivery where one creative idea can be multiplied thousands of times across the website. “It can change the background, combine pictures differently – based on the audience profile. It’s why we acquired Teracent for the technology that powers this dynamic aspect and it’s been integrated into our media network,” said Mohan. This technology has been launched in several markets and Google plans o introduce it to the Asian market early next year.