What needs to change is the nature of advertising itself. That business hasn't really evolved since the days of Don Draper.

One way Groupon hopes to gain an edge is by using software to learn about its members so it can deliver more relevant offers: my wife will get the manicure-pedicure deal, but I'll get an offer on fly-fishing lessons. The key now is execution - delivering great customer service and keeping everybody happy on both sides of the transactions.

There's no special technological wizardry involved in what Groupon does.

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