‘Looking at the data, BMW may recognize the value of the opportunity at, say, $50, and decide to place an ad. BMW will then create an attractive artwork of the X5 in blue with a beige leather interior and a sports package, with a professional-looking woman behind the wheel. All of this – sharing Sarah’s intent, making the decision to advertise, creating the ad and sending it to Sarah – needs to happen in time for the Google page Sarah requested to load. That is, within a fraction of a second.
