Is 37 Signals Selling Behavioral Targeting Data?

September 30, 2009

37 Signals selling data to Media6 Degrees?

I was surfing around the 37 Signals site today when I noticed something odd. It looks like 37 Signals is selling access to its audience behavioral data to Media6°.

According to Media6°website they do the following:

Our patent pending algorithms and methods connect a brand’s existing customers with user segments composed entirely of consumers who are interwoven via the social graph. These bespoke Media6° segments are both completely customized for each advertiser and enormously scalable. They reflect high degrees of homophily, the tendency of like-minded individuals to cluster with other people who strongly resemble them.

These Media6° audiences, sharing powerful demographic and psychographic traits, have been proven to respond to advertising messages at rates dramatically higher than other targeting alternatives.

I can’t figure out why 37 Signals would be selling this information to ad networks. Please let me know if you do.

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