By 2011, much of the display advertising opportunities on blogs had already been realised. From standard banner ads to text links, to in-video, in-image, and even RSS in-stream advertising, a majority of the prime real estate on any given website has been taken and accounted for. There are a plethora of services that provide plug-ins and platforms for site owners to monetize the content that they publish. However, as existing entities grow increasingly social and interactive, one outstanding opportunity still existed. That was the comments sections. That is when I built and launched MonetizeComments. As site owners rely more and more on feedback from their visitors, and some even expect it, the comments section creates a separate dimension to pages all across the web. The opportunity was present to capitalize on the dynamic nature of the space and provide technology for publishers to intelligently monetize their comments sections. By the time I moved on from it, the number of ads served by publishers on my platform had reached into the tens of millions.