. . .even Zillow
Not familiar with these companies? You should be, because they are plotting the course for the future of internet privacy and how we interact with people and merchants.
Bynamite is just the latest and there is a very good article about them here. In short, Bynamite has (correctly, in my opinion) seen that each time we conduct a search on the internet, the search itself is a transaction because it gives merchants and the search engines more information about our interests, tastes, and needs. Bynamite also thinks that this sort of profile information will in short order play a very real role in the prices we pay for goods and the kinds of coupons we get. I think they are right about that as well – and this by itself is one of the most fundamental changes in the world of commerce to come along in a very long time – a set of one, or many, micro transactions prior to the primary transaction(s) that then inform the price we pay for future transactions – in essence context-rich transactions.