December 2, 2000 9:28 AM

Tim Koogle, Yahoo CEO: "It hurts me when they don't understand what we're building." And what they are building, he vows, is a killer ad machine, more powerful than print or television - and able to charge far higher prices. It will offer marketers mass reach with a customized, close-up intimacy they never had before. And it will offer instant feedback on every ad. The advertiser will know how many people saw an ad, who they are and how many reacted with a further click or purchase.

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