Amazon's been making a much bigger push into advertising and original entertainment. But the company has long had a major integral presence in the space, albeit a quiet one. That is, if you consider 160 million uniques quiet. That's how big and integral IMDB.com is to the Web experience. And Amazon sees an even bigger opening, as more and more Americans can't watch TV or movies unless their smartphones or tablets are in hand, ready to assist in figuring out what else that Law and Order judge has been in. IMDB founder Col Needham talked to Adweek about X-Ray, the company's second-screen app, and MDB's rich data supply and ad potential.