Today’s bit of early-morning reading was this from Technology Review, provided by the ever-reliable Tim Harford’s Twitter stream.

It’s one of those articles written by someone who clearly doesn’t know that much about their subject…

Advertising hasn’t been a black art since Claude Hopkins published Scientific Advertising in the 30s.

If you think it is, you’re doing it wrong.

That said, this part…

That’s a significant pot of money. And those with the computational fire power to best exploit this new world are likely to claim the majority of it.

Is right on the money. A futures market in online ad space would also be a pretty cool development.

And now, it’s sunny, so I’m going for a walk.