That's what the technology that powers Adchemy is called by its inventor.
Accenture (hot on the heels of the announcement that Accenture Interactive would be handling display advertising on the P&G websites) just announced that they will be joining two venture firms in taking a stake in Adchemy.
Adchemy is one of a number of emerging companies (MediaMath is one that my company very successfully works with) that use multiple sources of dis-identified consumer data to present more relevant display advertising on websites. Using inventory from a broad array of Exchanges these solutions are designed to be able to seek out high value niche segments based on demographics such as the Prizm data. They also provide marketers with a way to nuance a buy in near real-time based on changing market dynamics and priorities.
With Forrester predicting that the display market (who said display was dead again?) will rise to 21% of total ad spend over the next 5 years - up from 12% today - the market for a smarter, more relevant form of display advertising will become a little more crowded.