The same firm that helps cable operators to run credit checks on potential
customers will help Wink Communications Inc. to offer advertisers detailed
demographic information about its subscribers.
A deal with Experian will allow Wink to offer its advertisers age and gender
breakdowns for adults in households, as well as data on household incomes,
family size, the presence and age of children, ethnicity and education.
Wink vice president Katie Sullivan downplayed any privacy concerns, noting
that Experian will simply use its ZIP-plus-four database to analyze demographic
information from areas where Wink subscribers are located.