We think about transaction-generated data (TGD) a lot. The essence is that data generated as a by-product of some activity (and which is therefore highly accurate) can tell us more about behavior (even future behavior) than all the questionnaires in the world. Behavior associated with music, closely tied to emotion,seems like an even better candidate than reading. During the next federal election cycle, for instance, Pandora users tuning into country music acts, stand-up comedians or Christian bands might hear or see ads for Republican candidates for Congress. Others listening to hip-hop tunes, or to classical acts like the Berlin Philharmonic, might hear ads for Democrats.