More than a decade into the behavioral method of targeting audiences rather than content, we still explore new data points and test which previous actions are most predictive of future consumer behaviors. What qualifies a person as “in-market”? For how long? As more aspects of our lives move to digital platforms, more and different kinds of human action get translated into material that can be tracked and used in new ways. o wit, what can be done with the data about what people already own, as opposed to the desire for new stuff they express through search, shopping carts and content consumption?