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Technology Stocks : AUTOHOME, Inc

ATHM 24.26

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Dec 12 3:59 PM EST

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To: Tom Tallant who wrote (16569)	11/1/1999 12:04:00 PM
From: ahhaha	Read Replies (1) of 29970

This Matchlogic ad scheme has some value because it fools advertisers into buying more ads, but it is the same old model taken to a further iteration. It also has a negative. It discourages surfing because you don't know to what extent they are obtaining personal information when you visit a website. Cookie examination results in demographic specific data which presumably enables target marketing. Does non-personal data obtainable from cookies improve ad yield? Is it the case that some sites have more visitors of a given age or sex, etc.? Of course, but that is already known and the degree of fine-tuning possible with cookie data will only improve ad yield at the margin at best. The information isn't specific enough. You need email address or equivalent. That's target marketing, but that is personal. Government can't control the degree of illegal snooping that could be enabled if this technique was abused. It will be abused. The government must reserve to itself the unique power to snoop. They can't let the public start snooping on them. Therefore, once snoop based ads become in vogue, the Feds will have to pass laws to prohibit it. Consider the nature of the presumed value from this cookie snoop activity. The news item says: For example, an automobile manufacturer could run an Enliven with TrueMatch campaign using gender, age and presence of children as the target demographics. A 35-year old woman with children in the household could receive a version of the ad featuring a mini van and messaging suited to her profile. "Could receive" is adequately vague to hide the fact that the delivery is still push in your face. The problem is still how do you effect this push? How do you slap the bitch around? It is this kind of linear old model thinking which gives one doubts about dull management. Don't they have any creative energy? Why don't they try elective advertising? How does one implement such advertising? I'm not telling because I don't want to waste my time with clowns.

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