Be Free Inc., a provider
of online affiliate network technology and services, was awarded a patent for
its online profiling technology.
The patent is officially for a “Computer Program Apparatus for Determining
Behavioral Profiles of a Computer User.” The technology compiles anonymous
behavioral and psychographic profiles of individual computer users through the
passive collection of data about user interactions with indexed content or
time-sensitive reference information.
The process defined by the patent goes beyond demographic profiling, the
company said. It displays customized information to computer users in real
time based on their
psychographic profiles. Its tracking and profiling capabilities record user
activity and preferences in respect to information such as stock quotes and
weather reports. Over time, this functionality creates refined profiles of
individual Internet users that can be used to target online ads.
“The technology and technique encompassed in this patent marks a turning point
in the way retailers drive online revenue,” said Tom Gerace, executive vice
president of business development for Be Free. “This type of rich behavioral
and psychographic data can help online retailers dynamically offer individual
consumers the specific goods
and services that they are most likely to purchase.”
Passively collecting profile information and storing it in an anonymous
database
helps to ensure the integrity of the data while protecting the privacy of the
user, the company said.
Be Free’s branded affiliate networks help online retailers drive revenue by
selling products “in context” on affiliate Web sites. With more than 60,000
affiliates in its
networks, Be Free’s clients include barnesandnoble.com, Travelocity,
Electronic Newsstand, Reel.com, Verisign and Network Solutions. Products
include the BFAST affiliate network technology and the BFIT targeted
advertising delivery.
