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High-tech billboards tune in to drivers' tastes Robert Salladay, December 22, 2002 The billboard is listening. In an advertising ploy right out of 'Minority Report,' electronic billboards in the Bay Area and Sacramento are being equipped to profile commuters as they whiz by - and then instantly personalize freeway ads based on the wealth and habits of those drivers. For example, if the freeway were packed with country music listeners, the billboards might make a pitch for casinos. If National Public Radio were on, the billboards could change to ads for a high-quality car or a gourmet grocery. The billboards will pick up which radio stations are being played and then instantly access a vast databank of information about the people who typically listen to those stations. The electronic ads will then change to fit listener profiles. In the buzzy hum of 21st century commercialism, it's the latest way for businesses to target consumers without wasting money on scattershot appeals...?
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