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Walking through his abundant appointment amplitude aloft the Apple abundance on West 14th, Joe Einhorn anesthetized a tall, handsome man with a shock of bedraggled red hair. “Isn’t that guy some affectionate of celebrity?” he asked, as the amateur Denis Leary, chatting with his agent, anesthetized in the adverse administration and abolished about the corner.

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Sitting bottomward at his laptop, Mr. Einhorn began to blow about Google, aggravating to amount out who the guy was. “I anticipate he was on a appearance about firemen,” he said. Afresh he got distracted. “What’s that?” he asked, aptitude beyond his desk.

On my boilerplate feel I abrasion a replica of a prewar blazonry arena address my grandfather’s initials. The aboriginal was already absent and my grandfathering had a archetype made, afresh several years afterwards activate the original. The alike arena was my altogether present aback I angry 25.

“You see, that tells me so abundant about you as a person,” Mr. Einhorn says, axis the arena over in his palm. For Mr. Einhorn, every commodity has a provenance, a history that exerts a able cull on the bodies about it. Putting all of that into a agenda database, he thinks, would accommodate the Web.

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Google created the world’s bigger chase agent by devising the best way to blueprint the relationships amid the billions of pages that accomplish up the Web. Facebook became the world’s best important amusing arrangement by architecture the best arrangement for compassionate the identities and relationships of the bodies who use the Web. A database that allows users to analyze and chase every commodity in the apple could be as elemental, and profitable.

Imagine browsing the Web and actuality able to apprentice about any allotment of clothing, from any image, on any Web site, with aloof the advance of a button. Instead of aloof cataloging their accompany on Facebook, users could activate to body inventories of their backing as well. Tied into all of this, inevitably, would accommodate sharing, swapping, affairs and shopping.

Mr. Einhorn, 29, is attenuate and excitable, with a bashed arch and beautiful clothes he admits his wife picks out. “I anticipate of altar as the aftermost abundant alien area on the map,” he said, arena with a rolling armchair in his office. “Who’s knows what this guy’s adventure is,” he said, apropos to the chair. He pushed off the table with his foot, spinning the armchair in a bound circle.

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He calls his activity “Thing daemon,” or Thingd for short. A apparition is a computer affairs that runs in the background, alleged not for atrocious minions but for the age-old Greek abstraction of a daemon: commodity that is not visible, yet is consistently present and alive its will.

The apparition is one-half of Mr. Einhorn’s plan to actualize the world’s best database of objects. Programs that he and his aggregation created clamber the Web constantly, analytical images and anecdotic altar based on surrounding text, tags, ID numbers, alike the shape, admeasurement and blush of the images themselves. “We’ve got hundreds of millions of altar in our database,” says Mr. Einhorn, “and we’re abacus added than two amateur a week.”

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For several years now, Mr. Einhorn and his aggregation accept been architecture their database abundantly in secret, blank columnist requests, fearing that publicity would activation antagonism from some appalling foes.

“There are a lot of association alive on this idea,” says Tom Pinckney, co-founder of the New York start-up Hunch. Companies like Google, Amazon and eBay are all amalgam databases of customer products. “Right now it’s not bright what the best access is, or who will accept the arch database. But aback one amateur does appear from the pack, there will be a able arrangement effect.”

Mr. Pinckney compares it to the once-competitive mural for amusing networks. “Once Facebook emerged as the bright leader, it aloof grew faster and faster, while others died off. The aforementioned affair will appear aback a aggregation in the commodity amplitude crystallizes as cardinal one.”

To attack with giants like Google and Amazon, Thingd needs austere funds, and the aggregation has accumulated a appalling set of investors: Andreessen Horowitz, arguably the hottest VC armamentarium in the apple today, additional Allen & Co., General Catalyst, Esther Dyson, Jim Pallotta (billionaire buyer of the Boston Celtics), Bob Pittman (creator of MTV), Maynard Webb (former admiral of eBay) and the breed Eric Eisner and Jeff Samberg.

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The investors accept been admiring in ample allotment by Mr. Einhorn. At 16, he became the aboriginal agent of Capital IQ, which structured blowzy banking abstracts for barrier funds and money managers. He started alive nights and weekends, but afterwards admission from aerial school, he absitively to abandon academy and assignment there abounding time. Capital IQ was acquired by S&P for $200 amateur aback Mr. Einhorn was aloof 22.

From there, he founded Inform Technologies, which helped publishers bigger adapt and present their content, and is now acclimated by CNN, CBS, The Economist and Condé Nast.

For all its appetite and investment, Thingd charcoal a tiny company: It’s Mr. Einhorn and aloof nine developers. But that, he says, is on purpose. “I consistently told him one of the best rules in business was to add aerial actual reluctantly, and he has followed that,” says Jim Satloff, who was allotment of the aggregation that acquired Capital IQ and went on to assignment as CEO of Inform Technologies. “Joey is a visionary. He sees two or three accomplish added into the approaching than anyone. That affectionate of eyes agency he can allure top talent.”

PETER ROJAS KNOWS the affection bodies can accept for azoic objects, accepting created Engadget and Gizmodo, the two bigger apparatus blogs in the nation. His new venture, the Betaworks-backed gdgt, is an attack to tap the acumen of the army to archive every apparatus in the world. “I see what Joe is aggravating to do, and I adore such an aggressive project,” says Mr. Rojas. “You can do a lot with computers, but at this point I aloof anticipate there is no acting for accepting a animal actuality involved.” On gdgt, humans, not computer programs, are architecture the database of things.

“It’s aloof so adamantine with being bodies are not amorous about,” says Mr. Rojas. “Facebook formed because bodies appetite to put in advice about their friends. I mean, it’s one affair to acquisition users who appetite to accord advice about a new camera or iPad. It’s a lot harder to get bodies to advice you body a database of Aeron chairs, with every archetypal and color. What about mattresses, or forks? It’s aloof not sexy. In the end, I anticipate a activity of that calibration is activity to be bedeviled by somebody like Google.”

Mr. Rojas is appropriate that not abounding bodies feel acerb abundant about banal altar to archive every accomplish and model. Type “Aeron chair” into the chase bar on Thingd, however, and the database allotment added than 281 results–Herman Miller Aeron chairs in every believable shape, admeasurement and color. It has cataloged some 67,000 mattresses and added than 81,500 forks.

But that database isn’t actual interesting, or accurate, until commodity gets congenital on top of it, and bodies activate to use the data. Animal alternation about these altar is what will drive Thingd to the pole position advanced of Google and Amazon and advice its software to added accurately analyze items and brands. “Facebook wouldn’t be actual absorbing if it was aloof a accumulating of advice about people,” says Mr. Rojas. “A database is aloof table stakes to do commodity bigger.”

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One activity at Thingd is a armpit alleged The Fancy, which allows users to tag the objects, not the people, aural photos; it has become a coveted allure amid fashionable citizenry of the Web. Alike the boilerplate is communicable on, as apparent beforehand this week, aback US Weekly tweeted that its editors had become bedeviled with The Fancy.

The ambition is to chase Facebook’s model. “We bare to get the database bedrock solid first,” says Mr. Einhorn. “Now we’re accessible to alpha architecture on that platform.” While The Fancy aims at fashion, addition Einhorn site, Plastastic, aims to tap the affection of toy collectors. A armpit for comic-book collectors is set to go alive soon. “Eventually we will accessible up an API to our data, and anyone will be able to body a abundant app or Web armpit about altar that relies on our database.”

Mr. Einhorn doesn’t accept as abundant acquaintance with customer Web sites as he does acquisition massive sets of blowzy data. But so far The Fancy is growing steadily, alluring new users and columnist attention. Mr. Einhorn’s lath includes the co-founders of the Web’s two best acknowledged amusing applications, Jack Dorsey of Twitter and Chris Hughes of Facebook.

“When I aboriginal met Joey, his database was appealing substantial, tens of millions of things,” says Mr. Dorsey. “All it was missing was a little oomph, a actual attainable advanced end for the boilerplate user. But the new articles they are putting on top of it, like The Fancy, is absolutely demography it to the abutting level. What I adulation about it is that it’s absolutely natural. You cast through the pages of a annual or airing bottomward the artery and you anticipate to yourself: I like that, I accept that, I appetite that.”

The Fancy is still allure only, and Mr. Einhorn isn’t blame to aggrandize too fast. “We’ve got abundant investors who are adequate with us demography our time,” he says. He puts his duke on the aback of his appointment armchair again. “Who’s to say how we should chronicle to one another? This isn’t as simple as affection addition or authoritative them your friend. Commerce is at the affection a lot of these relationships, and that can be tricky.”

Leaning aback in his chair, Mr. Einhorn anecdotal an commodity he apprehend afresh about a painting that had collapsed abaft a couch. Afterwards abounding years, the ancestors got about to affective their appliance and demography a additional attending at the painting. It was eventually declared a Michelangelo by arresting art historians, apparently account millions. It became bright as Mr. Einhorn talked that as far as he was concerned, the old daybed was as absorbing an amateur in that adventure as the priceless painting.

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