Tech

Silicon Valley's billboard wars are back

Even in the epicenter of new media, old advertising still has its uses.

On Highway 101 in California, the 45-mile stretch between San Francisco and San Jose has long been fertile ground for technology underdogs to rent out billboards and promote themselves via political-style attack ads. Twenty years ago, a business software provider called Informix touted its service as "the best database on 101" on a billboard not far from rival Oracle's headquarters.