If modern marketing is now so much better at measuring our behavior, why are older promotions more memorable than the new ones? In this inaugural episode of Born Before Broadband, Rob explores the decline of the "secondary economy" in advertising. More specifically, the decline of physical promotional marketing, from Gatorade prizes and Pizza Hut PlayStation discs to bottlecap giveaways and loyalty apps. What changed, why did it change, and what did brands and consumers lose when The Prize Inside the package was replaced with hundreds of data points instead?