Whats with the new geeky advertising campaign?
You’re emphasizing “the algorithm” when most people don’t know, or care, what that word means. “Algorithm” is a funny-sounding word. We’re trying to usher that word into pop culture. The algorithm is that invisible ingredient that makes Ask.com special. It’s the force from which good things come. This is a different kind of ad campaign. It will make people wonder what an algorithm is and what it does. That might be a conversation starter. Barry Diller often talks about making the whole of IAC more than the sum of its parts. What does that mean for Ask? Ask.com is the hub that can bring these various sites together. You can have a house of brands or you can have a branded house. Microsoft and Yahoo! are the ladder. But which is more relevant, MSN Personals or Match.com [an IAC property]? Ask isn’t just a shell for driving traffic to these other sites. We are like the gourmet chef that takes all these ingredients, re-mixes, then creates something new and better. Our new Askcity local sea
