In another effort to increase revenue, five U.S. airlines will include advertisements geared to passengers' destinations on their boarding passes. Delta Air Lines, US Airways, Northwest Airlines, United Airlines and Continental Airlines will offer the coupons and ads, which passengers can choose to print out with their boarding passes. "It's a tremendous opportunity to monetize with targeted personal ads," says Duane Woerth of Sojern, the startup that is providing the service.

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