CHAPTER 12

New Technologies

All the technologies we’ve considered have had one thing in common: They were developed to interact with something addressable.

Each device these technologies targeted had an Internet Protocol address that enabled the technologies to differentiate that device from other devices, assess the value of advertising to the person presumed to be operating that device, make a connection, involve the device in an auction conducted and concluded in an instant, serve an ad, or deliver the results of a search along with ads from advertisers paying to be associated with the search term. Our discussion of data in Chapter 10 was about assessing the advantages associated with a particular IP address, based on how that device’s user ...

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