Although companies can measure how many TV commercials, radio commercials, and internet ads you're exposed to, it's just not enough. What about snatches of radio ads overheard through the windows of passing cars—do they affect your shampoo-buying habits? When you were at the gym and walked briskly past a television showing a "Synecdoche, New York" preview—did you write any Philip Seymour Hoffman fan fiction in the following six months? These details are important. Luckily one firm has figured out how to make your cell phone snitch on you to the marketing Matrix: A company called IMMI is perfecting software that goes in your cell phone and catches every snippet of audio you're exposed to, then automatically determines which ads you heard. And more!