Genetic Advertising Pioneer Miinome Profiled by Wired

The company is building a platform that will help consumers control offers they receive from retailers based on their genetic makeup.

Genetic-based advertising is coming, and a Twin Cities startup is at the forefront of its evolution.
 
Locally based Miinome was recently profiled by national magazine Wired, which pointed out that the company is building a platform that will help consumers control offers they receive from retailers based on their genetic makeup. Those same consumers might even be able to sell their data back to marketers and researchers.
 
“We believe we can make your genetic information useful every day, not just when you’re sick,” Miinome CEO Paul Saarinen told Wired. “We’re the first member-controlled, portable human genomics marketplace.”
 
Miinome, which is launching in closed beta this spring, will combine genetic and environmental data mined from social networks and run it through their algorithm, resulting in a profile of you that’s more thorough than any information currently available online.
 
Wired points out that the company will essentially serve as a repository and brokerage firm for genetic information. Members will be able to choose which academic institutions, pharmaceutical companies, or marketing firms can look at specific genes of theirs.
 
According to Wired, Miinome’s success hinges partly on whether it can build a secure network and gain consumers’ trust.
 
To read the full Wired story, click here. To read more about Miinome in a January story in Twin Cities Business, click here.