• by Gavin O'Malley , Staff Writer @mp_gavin, February 25, 2010

It’s not yet 9 a.m. on this foul weather day, and Audience Science CEO Judd Hirsch is already showing us “the way,” i.e., how to reach online audiences in more efficient ways, and monetize the value of inventory at “higher levels.”

A bit of trivia: According to Hirsch, Audience Science actually coined the term “behavioral” -- something for which he apologies because it’s actually “created a few problems” of understanding.

The company’s key differentiator: All the data it collects is through contractual relationships, according to Hirsch.