Profiling a user is disclosed. The user's behavior with respect to specially designed content comprised of one or more units of content is monitored. The specially designed content is designed such that one or more characteristics of the user may be inferred based at least in part on the user's behavior with respect to the content. One or more characteristics of the user is/are inferred based at least in part on the user's behavior with respect to the specially designed content.

 
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