The first project in our ongoing collaboration with Advertising.com is LeadBack.com, a self-service portal where users can purchase behaviorally-targeted advertising impressions. Essentially, the LeadBack technology allows advertisers to tag people who have previously visited the advertisers' site. Then, they are able to use this tag to identify and serve targeted advertising to them on other sites across the massive Advertising.com network.

Our role was initially user-advocacy and usability. But we wound up developing everything from identity to database queries.