BEHIND THOSE WEB MERGERS

摘要

Ford's recent marching order for its media buys sounded more like a personals ad than a marketing campaign: Find us women online age 25 to 54 who are independent and business-minded. The prize for delivering this special group of potential buyers? Ford Motor Co. would pay big bucks to run more than 200 million ads for its Lincoln Mercury line over three weeks on thousands of Web sites. So Specific Media Inc., an online ad-targeting network, dove into its massive data troves, which contain anonymous Web-browsing profiles of. 95% of the U.S. online population.