The Internet has begun to change all that. The ability to measure the impact of an ad simply by counting how many people click on it, and to link advertisements to search-engine results, in large part drove Internet advertising to $9.6 billion in 2004, a 33% jump from 2003, according to Interactive Advertising Bureau reports. (For a cautionary tale about counting clicks, see "So Many Clicks, So Few Sales," on page 29.) But the real advantage is going to companies that figure out how to use these tools to hunt down specific types of prospects and nail them with the right pitch. "We look for subsegments of Internet users who care about certain things," explains Breen Vogel. "We find them when they're online, we intercept their activities, and we start a relationship with them."
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