Spongecell creates dynamically personalized Web ads, which means it can insert content based on the viewer’s location, interests, past purchases, or whatever other data is available. Pretty neat, although much depends on the data. That might come from the advertiser’s own system (maybe a Customer Data Platform) or be provided by the publisher (e.g. audience attributes). Sponcell itself provides some variables including time of day, location, and local weather. As of today, it can also access data from Grapeshot, which analyzes the keywords used on Web sites to help understand the site viewers’ interests.