professor turow, who is nicholas negroponte? >> guest: he was a professor at mit who came up with the idea of the daily me. the idea of the daily me is that we will all get newspapers conditioned to what we care about because we will make the decisions about what is on paper. the difference between that and the daily you is the notion that a lot of what goes on under the hood of the web is not conditioned by us, it's created as a result of a whole lot of activities by marketers that we don't even see or know about. and relating to a transformation in advertising that almost anyone except people in the advertising industry doesn't know about. >> host: what does that mean? >> guest: in the last 20 years, advertising has changed drastically with the rise of cable and then the internet. originally, advertising was making an ad, a commercial and then putting on just a few very popular media; newspapers, radio, magazines. with the rise of cable, all of a sudden you had hundreds of channels, and then with the internet it's infinite. bu

professor, who is nicholas negroponte? >> guest: nicholas negroponte was a professor at m.i.t.who came up with the idea of the daily me. conditioned to what they care about because we will make decisions about what is on paper. the difference between that and the daily you is the notion that a lot of what goes on under the hood of the web is not conditioned by s. is created as a result of it will affect committees for marketers we see or know about. are they into a transformation advertising that almost anyone except people in the advertising know about. >> host: what does that mean? >> guest: advertising has changed rascally with cable and the internet. originally, advertising was making an anticommercial and then putting on a few very popular newspapers, television, radio, magazines. with the right cable all of a sudden you had hundreds of channels. more so you have digital stuff and it becomes interactive. apart from what we know about, which is vacant top back to the advertisers, click on something, there's a whole lot of stuff going on under the hood, where data are taken