Exactly - we figure that our biggest strengths as a team (given a combination of Machine Learning/Data Mining/Information Retrieval backgrounds and a strong Design/Mobile contingent) will be in indexing deep app content (which obviously is a much richer dataset in commerce apps than it is in, say, mobile games).

It seems like Facebook sees the same thing happening.

Of course, I am curious to see how this affects game developers - I've encountered a few who have rolled their own retargeting solutions on top of house ads. It seems like game developers are especially reluctant to pay for anything except to pump up their install count in order to reach the top of app store rankings (seems like using SEM to boost your SEO).

Any predictions?