The latest Internet-advertising buzzword sounds like something you'd do to the office restroom. But what does "bucketize" actually mean? True personalization takes too much effort, AOL and Yahoo executives told an audience at the Supernova conference today. Instead, the Internet giants lump users into "buckets," or broad psychographic groups, and target content and ads to them accordingly. This neologism, alas, is probably here to stay. "Profiling" users sounds too sinister, and "categorizing" them too prosaic. Grab a mop, marketing geeks.

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