Brand Marketing and Direct Marketing in the Nineties

In the late 19 nineties, brand marketers where being pushed to think like direct marketers. The thing that was sold out at yahu over and over again were the key words. So if you typed in i want to buy a new car, the ad that you would see in those search results was sold out. And it freaked marketers out that people could measure their clicks. Cause if you got measured, it meant that you had to go to your boss and tell her whether or not the ad worked. That's why most of the time that people bought ads from jahu, they never even collected the data.