Altaba Inc. (formerly Yahoo) Message Board

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Technology Stocks : Altaba Inc. (formerly Yahoo)

AABA 19.63

0.0%

Nov 6 4:00 PM EST

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To: Bill Harmond who wrote (7276)	2/10/1998 8:38:00 PM
From: Bob Trocchi	Read Replies (1) of 27307

William. In an earlier post you said you were an Advertising Executive for many years. I have some thoughts about adv. and I would like your opinion. Today it seems to me that the bulk of the adv. $ are spent in a "broadcast" type of format. Everyone gets the same message. Mail catalogs that are mailed to homes are an exception as they are much more focused to groups of customer profiles. In the future I suspect that TV adv. with the coming of Interactive/Digital TV, adv. will become very, focused toward the individual. Advertising "narrow casting" if you like. IMO the technology will become so sophisticated that it is conceivable that in a given prime time adv. slot, different adv. will be delivered to different people watching the same program based upon that individual's profile. Some people will get adv. for high priced cars while others with a different profile will get say a truck adv. This to me will be the future of adv. on the Internet as well. Broadcast type banner adv. IMO will go the way of the horse and wagon. In its place, user profiles will become so specific (without users actually knowing how the adv. actually gets all that info. about them) that a company will actually be able to adv. different products to different people. This will mimic the future of TV adv. Or will the future of TV adv. mimic Internet adv.? In this scenario, it seems to me that YHOO who has a search engine which in essence is the backbone of their site will have a competitive advantage in attracting advertising $. With high "hits" to their pages, individual user profiles can be developed. Search agents can be used to "search" and display adv. specific to an individual user. With this kind of an approach, advertisers will (I think) be willing to spend more $ on adv. since it will be very directed. Narrow casting to the extreme!!! I am short YHOO and over the short term (six months or so) I think that it will take a hit as the valuation becomes a little more reasonable. However over the long term, (years) if I am correct about the long term direction, YHOO will become a money machine. Their linkup with MCI to provide access to the Internet will add to their ability to build user profiles. BTW, your grandson will be rewarded IMO. As computers keep speeding up and bandwidth increases, all the "agent searching" I am talking about will become trivial in a time sense. The user will never know it is happening. It thus becomes less of an irritant. Am I ALL WET????? Regards Bob T.

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