The next time you see an advertisement for Alaska Airlines, you can be sure that it is one of a kind. Alaska Airlines has created a new system which gathers data about each individual’s online activity, their geographic location, how often they visit Alaska Airlines, etc., which results in an advertisement that is completely unique.
This technology has taken the “level of specificity” possible through direct marketing online. The only difference would be the fact that they would have no idea who each ad is reaching. The internet would be a great place for this innovative type of advertisement, since individuals would not be aware of the other available prices.
The only danger I see would be if the consumers actually knew of this strategy. It seems to me that if people knew how to manipulate the system, they would take advantage of the different prices. It would work only if somehow they could keep it private, which seems impossible now.