Your Online Clicks Have Value, for Someone Who Has Something to Sell

Imagine that a company set up a mall store where, instead of selling trinkets, it sold information about customer behavior. For a few cents, it could tell a saleswoman at Nordstrom that the person who was about to walk in had already stopped at Steve Madden and was looking for red shoes. That is the idea behind two new Internet companies, BlueKai and eXelate Media, which run so-called behavioral exchanges. They do not sell products or ad space, but information about Web site visitors.

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