Abstract: A new and efficient way of structuring databases enabling efficient query processing, reduced database storage requirements, and more flexible content targeting is described. A database is defined having bit mapped data. The data to be stored in the database is characterized as a number of binary questions. Each record comprises one or more groups of bit maps corresponding to the answers to the questions. For some types of data, there may be two or more possible values. In such cases, each possible value is itself a binary question. In some cases, there may be data which does not lend itself to characterization as binary questions. In such cases, the database includes numeric and string values. Queries of the database may be obtained through simple bit wise Boolean operations directly of the records in the database.