The claimed subject matter relates to an architecture that can utilize features of a product to facilitate organization and/or classification of products or product features as well as opinions relating to those products or product features into market identifiers. The market identifiers can aid in aggregating opinions in a more relevant manner that potentially requires less user information about a user in order to achieve bone fide targeting. The architecture can employ data mining techniques to gather information relating to products and opinions thereof in order to create or update data tables and can further allow a user to configure the market identifier in various ways.