There have been a slew of "advertising technology" companies in the IPO market over the last few years - Critio (CRTO), Rocket Fuel (FUEL), and the Rubicon Project (RUBI.) Criteo has held up the best while the others have faded away as the frantic pace of innovation in advertising technology has left them behind. For anyone that wants to get an in-depth but entertaining look at all should consider reading Chaos Monkeys: Obscene Fortune and Random Failure in Silicon Valley . . .