If only marketers could read the minds of users. While psychic predictions may be the stuff of carnivals, it's becoming a real possibility for customers of 24/7 Real Media. Sort of.

According to a story in MediaWeek, 24/7, which is part of the WPP family, has inked a deal with Mindset Media to create user profiles based on personality traits.

Known as "Mindset Buys," 24/7's new offering claims to be able to deliver specific psychographic groups to advertisers across more than 1,500 member sites.

The psychographic traits, as identified by Mindset's in-house survey, are said to include such characteristics as creativity and spontaneity.