The Numerati [antikvár]

INTRODUCTION Imagine you're in a café, perhaps the noisy one I'm sitting in at this moment. A young woman at a table to your right is typing on her laptop. You turn your head and look at her screen. She surfs the Internet. You watch. Hours pass. She reads an online newspaper. You notice that she reads three articles about China. She scouts movies for Friday night and watches the trailer for Kung Fu Panda. She clicks on an ad that promises to connect her to old high school classmates. You sit there taking notes. With each passing minute, you're learning more about her. Now imagine that you could watch 150 million people surfing at the same time. That's more or less what Dave Morgan does. "What is it about romantic-movie lovers?" Morgan asks, as we sit in his New York office on a darkening summer afternoon. The advertising entrepreneur is flush with details about our ramblings online. He can trace the patterns of our migrations, as if we were swallows or humpback whales, while we move from site to site. Recently he's become intrigued by the people who click most often on an ad for car rentals. Among them, the largest group had paid a visit to online obituary listings. That makes sense, he says, over the patter of rain against