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Personalized Digital Advertising: How Data and Technology Are Transforming How We Market by Diaz Nesamoney

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3. Digital Disruption: The Proliferation and Personalization of Media

The Internet, whether invented by Al Gore or not, spurred the possibility of customizing content and media to users. When the Internet started to become popular, instead of having 300 channels of TV and often saying “there is nothing good on TV,” consumers could dial in and download or access content they wanted. The tremendous initial successes of dial-up content services like AOL and CompuServe proved that consumers really wanted to be able to select the content they wanted to view, and they wanted to do it on their schedule, not on the schedule of a TV program guide.

Portals like Yahoo, MSN, and AOL produced vast amounts of news, sports, and other entertainment content and ...

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