a new way to identify customers who are “like minded” — instead of traditional targeting which relies on demographics, behaviour and psychograhics to create “personas” of target customers, we start with search queries, blog comments, forum questions to identify missing links of customers – the bits of information they need to make an informed purchase decision. Then if we see that thousands of people have the same missing link, then they are a cluster to which the same bit of advertising (the answer to the missing link) would be immensely useful.