Matt Arkin knows online advertising. He's been in it since the beginning and has brought a level of sophistication to the strategy of combining solid display advertising with the targeting from data mining.Sojern is a travel network that leverages the data from leading travel companies like American and United Airlines to find those almighty segments such as the affluent business traveler or the luxury vacationer and targeting messages to them across the web.Think behavioral meets segmentation meets data mining, all applied to the next generation of dynamic display ad insertion.Matt's interview is one of the DishyMix "Mukety Muck Insights" series recorded on location at ad:tech San Francisco.