Any company that provides better ROI for media buys will certainly garner some attention these days. Peerset’s approach makes a lot of sense as another way of targeting users. The company pulls streams, profiles and other clusters of data together and applies its "targeting algorithm" to render relevant matches.
"Peerset scrapes data from millions of sites, profiles and status messages and compiles a series of word clusters. While seemingly unrelated, Grey’s Anatomy, John Mayer and Starbucks coffee are clustered together simply because a large number of users have expressed interest in all three topics."
The time it would take to pull together this type of data would seem to easily justify the expenditure. You could hire an analytics or media services firm to try and aggregate this type of data but in the end you still have to make sense of it — which brings you back to algorithms, metadata and other analytical tools. That’s a big reason I like Peerset’s approach.
