In the post-bubble era, no one was investing in content for the web because there was no economic model to support it, but by 2003-04 a number of things were happening.
Google found most of the accidental clicks on app image ads happened at the outer edges of the ad, no doubt because people were trying to scroll up or click on adjacent content.
Rehearsal is of course key in this regard, becauseno speaker can focus effectively on the audience if she is worried about the managing the content in real time.
Even if I identify the audience and its influencers for them I often find that the content is completely wrong because they failed to spend time listening to their targets and so have no idea of what will work for them or not.
In all seriousness, a lot of companies may owe Allen a lot of money if Interval truly has a case, because Interval claims to have patented no less than the ability for a website to take a user-selected piece of content and suggest other related pieces of content that might be of interest.