SOURCE: Revenue Science

July 09, 2008 09:00 ET

Behavioral Targeting Making Massive Strides Due to Richer Segmentation, Higher Engagement and Increased Audience Fragmentation

Publishers, Advertisers, Agencies and Luminaries Discuss Hot Topics in BT at Revenue Science Partner Summit

BELLEVUE, WA--(Marketwire - July 9, 2008) - Behavioral targeting gained momentum in 2007 and is poised to hit the mainstream in 2009 according to Jupiter analyst Emily Riley who presented a keynote address at the Revenue Science Partner Summit. According to recent Jupiter Advertiser Executive studies, 49 percent of advertisers surveyed plan to use behaviorally targeted ads in 2008, and 31 percent claimed that determining where/how to reach their target audience will present the greatest challenge to planning and implementing online advertising in 2008.

With the number of attendees doubling in size from last year, the Partner Summit in Las Vegas brought advertisers, agencies, publishers and industry luminaries together to discuss actual successes, challenges and solutions, present case studies, and learn from each other and the Revenue Science team about the company's advanced targeting and segmentation capabilities.

As the Internet becomes increasingly fragmented and consumers get bombarded by more and more messages every day, behavioral targeting is helping advertisers reach not only consumers that have interest in their product or service, but also actual intent to purchase. Revenue Science's richer segmentation based on Boolean logic allows its advertisers to find the type of consumers they are looking for.

"There is enormous revenue potential for behavioral targeting as online communication evolves and provides a wealth of information available to improve the consumer experience," said Marla Schimke, VP of Marketing for Revenue Science. "Social media, user-generated content and the technology changes in offline media are changing the landscape significantly, and we're thrilled to bring all of these diverse groups together to learn from each other and really find out how to most effectively adapt to and harness those changes."

JPMorgan's senior media equity analyst Imran Khan addressed the fact that rapid growth in page views on sites such as social networks, video sharing and online gaming sites cause audience fragmentation, but provide more opportunity to find your customers with behavioral targeting, no matter where they are online. He noted that pageviews have increased 33 percent over the past 4 years, while CPMs have declined 18 percent. Janet Balis, President of Digital Media Strategies, highlighted the publisher benefits of behavioral targeting such as increased utilization and eCPMs for lower tier inventory, the ability to create new solutions for advertisers, and access to more revenue channels. Agency representatives shared real life case studies discussing their implementations and philosophies about behavioral targeting.

About Revenue Science, Inc.

Revenue Science offers the most widely adopted, powerful, and flexible targeting technology for digital media, worldwide. Using the most advanced behavioral targeting capabilities available today, the Revenue Science Targeting Marketplace manages billions of behaviors a day with access to over 120 million unique internet users, and makes them accessible to marketers and publishers to connect with an engaged audience. With clients like Financial Times, Gannett, Jumpstart Automotive Media, New York Times Digital, NikkeiNet, Reuters.com, The Guardian.co.uk, Univison.com, and Wall Street Journal Digital, Revenue Science serves more behaviorally targeted ads than any other company. For more information, please visit www.revenuescience.com.

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