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Real IDs

If you really want your search ad to stand out, then one of the best places is a site for finding people. Searches for individuals make up about one-third of all "peck and find" missions on Google and Yahoo engines, according to the experts. It's a hot area that has attracted a lot of venture capital and competitors.

Now, another newcomer, Spock.com, has joined the race with a beta site. It competes with WhitePages.com and ZoomInfo, among others.

Spock already claims to have 100 million people indexed so far -- equivalent to about one-third of the U.S. population. The new site goes a little deeper than some others. It gives users an option to search people according to their profession. That makes it a lot easier to find the right John Doe if, for instance, you know Mr. Doe is a professional boxer.

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