You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Companies Will Adapt to the Intelligent Web, or Die Social Data as the Future of Ad Targeting By Gurbaksh Chahal, Published on April 04, 2012 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.