Keyword approach can falter in e-mail advertising

10/31/2006 | Wall Street Journal, The

Users of Google's Gmail are familiar with the off-target, often absurd text ads that sometimes appear in e-mails as a result of keyword matching. Microsoft is experimenting with giving Windows Live Mail Desktop users the option of turning off the ads, but AOL's and Yahoo!'s e-mail services do not analyze the contents of user mail to select ads.

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