Word: modelers
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...Hayes is the most divisive and ambitious of the third-wave psychologists-so called because they are turning from the second wave of cognitive therapy, which itself largely subsumed the first wave of behavior therapy, devised in part by B.F. Skinner. (Behavior therapy, in turn, broke with the Freudian model by emphasizing observable behaviors over hidden meanings and feelings...
...paying. The holy grail turned out to be advertising, and it's not an exaggeration to say that Google is now essentially an advertising company, given that that's the source of nearly all its revenue. What Google did was master the automation of online advertising, perfecting a model developed by GoTo.com (later renamed Overture and eventually sold to Yahoo!). Here's how the system works. If you're a company selling sneakers, you can bid to have a link to your website appear in the sponsored area whenever someone does a Google search for, say, tennis or Michael Jordan...
...text of any site and deliver relevant ads to it. Your sneaker company could place ads on tennis-information sites that participate in the Google network. Brin and Page signed up thousands and thousands of clients before their competitors knew what was happening. Now Google plans to apply the model in other media, and it just bought dMarc Broadcasting, whose automated systems connect advertisers with radio stations...
...logged on to the e-mail system the next day, the ads were up and running. Buchheit had hacked it together. When Mayer, Brin and Page played around with it (there were only six people using Gmail then), it didn't seem particularly evil. And so another advertising model was born; Gmail linked to ads when it ultimately launched...
...OLYMPICS IT AIN'T--although it does have former decathlete Bruce Jenner. But Fox's rip-off of Dancing with the Stars far outdoes its ballroom model. The irresistible cornpone of a celebrity skate-off, it turns out, is not that different from the irresistible cornpone of a legitimate skating match. But there are also earnest moments, as when NFL on Fox weather babe Jillian Barberie, pictured--the competition's ringer--revealed that she has dreamed of spangle-costumed skating glory since she was a girl. Plus, we got to see Full House's Dave Coulier skate in a dress...