Hotwired's "smart messaging" allows marketers to customize ads based on where a computer user lives and whether they're on a college campus or a business.

Firefly has a similar program: users are asked to rate ad banners so a robot can "learn" their likes or dislikes and, by individually selecting ads, increase their effectiveness.

According to Hotwired's VP for advertising (New York Times, 3/4/96), "There are so many possibilities. (Smart messaging) is just the first step."

Apparently, erasing the line between editorial and advertising is another step. Hotwired sponsors recieve "value-added" deals where they can rack up HotCredits to cash in for content. HotCredits can, for example, buy use of Club Wired, Hotwired's live chat space, to host guest speakers ("a spokes person for your company, for instance"). These paid-for spots are interpersed with "hip," unpaid speakers (Railroad Jerk were on it once), concealing the fact that the chats are ads.

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