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On Wednesday, The Danger Room blogger Noah Shachtman profiled a young information services company called Recorded Future, which monitors the web in real time and, to be perfectly honest, sounds like something straight out of a sci-fi film. Recorded Future uses a collection of futuristic-sounding analytical tools like a “temporal analytics engine” and “sentiment analysis” to “find the relationships between people, organizations, actions and incidents—both present and still-to-come.”

Online advertising, for a variety of reasons, does not generate the same revenue that print advertising has traditionally done. To make up for the lack, publishers have been considering any manner of income generators. However according to an piece on Forbes.com today, the solution may be as simple as getting readers to cough up a whole lot of personal information.