Then there is the process of automatic ad optimization where many versions of a single ad get pitted against each other in search of the one that gets clicked the most.
Numerous versions of the ad all pointed to letsdothis.com, where people could compete in a series of small games to earn badges and prizes, including a Sonic giveaway.
"I've been part of the process of sitting down with a clean sheet of paper and conceptualizing a new TV show, building out the extensions and Web versions and then selling ad buys around it, " he says.
Some experts have questioned whether mobile ad-hoc networks can work reliably in a warfighting environment, but the news so far from testing of Army versions is very positive.