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Cowley and Kavanagh are right in their observation that while Labour was spending scarce cash on American-imported "message development", the Conservatives were investing in detailed voter profiling and highly targeted message delivery.
By contrast, Lord Mandelson is scathing about Mr Miliband's decision to hire David Axelrod, chief strategist of the 2008 Obama campaign: "While Labour was spending scarce cash on American-imported 'message development', the Conservatives were investing in detailed voter profiling and highly targeted message delivery".
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The device is also able to deliver targeted messages to users from Web businesses.
This doesn't exactly mean "goodbye, commercials" as much as "hello, targeted messages".
And the targeted messages in Ohio (auto bailout) and Florida (Medicare) paid off.
At the moment, Tencent allows companies to send occasional, targeted messages to some users without charge.
Targeted messages have proven effective, which is why companies like Nike use them to sell shoes to us or Coca-Cola uses them to sell drinks to us.
"Schools could also be a channel for information, getting targeted messages to parents encouraging actions at specific times in their child's development".
It is one of many publishers now grappling with how to address the challenge, implementing initiatives such as serving targeted messages to users.
The unfinished argument — or nuclear war, if you will — is whether behaviorally targeted messages are necessary to support Web content, or whether old-fashioned advertising will do.
Shopkick, introduced last week, goes a good bit further by sending you targeted messages when you're walking floor by floor at Macy's and lots of other stores.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com