“We don’t guess, we figure you out and know what you want and how much you want to pay,” said Sheldon Gilbert, 33, CEO and founder of Proclivity, a data tracking system that provides the clients with their customers’ shopping interests, purchasing likelihoods and level of expenditure.
Behavioral targeting not only records the purchase information, it also traces every step of someone’s online activity. “The massive change is to track micro behavior, such as the blogs you read and the community Web sites you browse. We collect the data, and based on your behavior, we analyze you and know what you want before you actually make the purchase.”
via Future of Media: Online Advertising: We Have The Basics Ready (emphasis mine)
I love how a single quote may inspire wildly different reactions from ad-industry advocates (glee) and privacy advocates (horror). Although I’m all about meaningful choice and self-regulation, I will admit to being quite unnerved by Gilbert’s overt promise to charge me more for something if my behavior indicates willingness to pay. I will gladly sacrifice “more relevant advertising” for lower prices.