Audience Science Behavioral Targeting System: “200 billion behavioral events to look at every day”

From this week’s Behavioral Insider (discussing Hulu’s move into behavioral targeting).  The behavioral industry still claims all this data collection and targeting is privacy friendly because it’s allegedly not “personally identifiable.”  We are glad that Congress, the FTC and the EU are now examining this industry.

Here’s an excerpt from the story:

As part of an effort to support the massive amounts of data coming in from the little tags, AudienceScience has built the capability to pull and store more than two billion behavioral events each day. The system stores the data for 90 days before purging it. “We have about 200 billion behavioral events to look at every day,” [Jeff Hirsch, president and CEO of AudienceScience] says. “So, when we have advertisers searching for people that have researched and want specific things, we have massive amounts of information to create target segments, all with non-personally identifiable information.” 

source:  Targeting Consumers Anywhere They Consume Media.  Laurie Sullivan.  Mediapost.  July 22, 2009 [reg. required]

PS:  the author tells me that the “two billion” and “200 billion” behavioral events describe different Audience Science metrics.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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