1. Monetized the eyeball and provided the foundation for the translation of the CPM metric from an offline entity to an online model. That eventually evolved into a CPC then CPA as performance crept into the metric, thereby transforming advertising both online and eventually offline in a reciprocal fashion.
2. Provided the basis of the social web and web2.0 as we know it by helping companies and marketers understand the need for fluid interaction with individuals and potential consumers.