Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.
Adlux this morning announced that its search network will be used to power Coles' flybuys Toolbar for Web browsers.
Results for searches in the flybuys Toolbar were previously powered by Yahoo!7 under a deal announced in late 2012.
In September last year Yahoo!7, a 50:50 joint venture between Yahoo! and Seven West Media, announced it would ditch its search marketing business.
Users who install the toolbar earn one point for every two searches they conduct using it. The toolbar itself was created by Rakuten Loyalty.
"Whilst this is great news for Coles, the real winners in this deal are Adlux's existing clients," Adlux's CEO Nicholas Stavropoulos said in a statement.
"We are playing in a rapidly evolving market and digital advertising in Australia is extremely buoyant," Stavropoulos said. "Brands such as Coles recognise its importance and we’re only going to continue heading in that direction."