Technological advances have enhanced the way companies advertise themselves in many senses. Fritz Thomas has a conversation with David Reiley regarding the real effectiveness advertising has on a company's performance, viewed through his experience at the Yahoo Research facility. They discuss how advertising has evolved and how research economists have had to deal with information to meet the real needs of people using the web. They also talk about the relationship between technology and personal freedom, focusing on the effects these types of modern advances have on the individual, his privacy, and the future of liberty in this whole equation.