ARCHIVED NEWS & ARTICLES

Bringing BT to Main Street: Reality Check
By Phil Leggiere

Like many other groups of insiders, those of us immersed in online advertising 24/7 tend to live in a professional bubble. Within this particular bubble, "everybody" knows about the inner recesses and nuances of behavioral targeting. In the conversation below, Fetchback CEO Chad Little explains why. >more

Facebook Fallout: Balancing Innovation, Information Use
Thanks a lot, Facebook. Here we've been working to educate the public about behavioral targeting, trying to make it clear that behavioral targeting doesn't connect to personally identifiable information, then you create a program that sets us way back. >more

Chatting with Behavioral Targeting's Darlings, Part 1
By Anna Papadopoulos

If you're anything like me, months can go by without catching up on your key partners' developments. Today, a Q & A with Marla R. Schimke, VP of marketing at Revenue Science. >more

The General Election and the Rise of Behavioral Targeting
By Bill Gossman

Revenue Science's CEO says that consumers are consistently more receptive to behaviorally targeted ads than to contextual advertising. >more

Relevant Advertising (Behaviorally Targeted) Yields More Receptive Prospects


Revenue Science, Inc. announced the results of a study on consumer receptivity to online advertising, conducted by JupiterResearch, that found that more online consumers are consistently more receptive to behaviorally targeted ads than to contextual advertising, outperforming contextual by as much as 22 percent in some categories. >more

MySpace to Discuss Effort to Customize Ads
By Brad Stone

Members of the booming social network Web sites treat their individual profile pages as a creative canvas for personal expression. The social networking companies see those pages as a lush target for advertisers - if only they could customize the ads. Although Internet companies have talked about specifically aiming their ads since the inception of the Web, so far advertising on social networks has been characterized by mass-marketed pitches for mortgages and online dating sites. >more

Questions with … Bill Gossman
By Emily Steel

AOL's announcement last week that it would acquire behavioral-targeting ad firm Tacoda made its competitor Revenue Science the leading independent player in the increasingly popular segment of the online ad market. >more

Revenue Science Offers Behavioral Ads in Japan

Privately held Revenue Science will offer behaviorally targeted advertising services on Internet-browsing cell phones in Japan, entering a new field for sending commercials based on a consumer's Web habits. >more

The Next Big Revenue Generator
By Dakota Sullivan

You thought search was the biggest thing to hit online advertising? Just wait. Behavioral targeting will blow it out of the water. >more

Revenue Science Finds BT Ads 22% More Effective
By Tameka Kee

A new Revenue Science study conducted by JupiterResearch found that for online shoppers, behaviorally targeted (BT) ads outperformed contextual ads--in some cases by up to 22%. Shoppers across more than ten specific categories (including CPG, automotive and financial information) were at least 10% more receptive to BT ads--with both frequent and infrequent shoppers also showing higher receptivity. >more

Study: Behavioral Ads Beat Contextual
Overall, 14% of respondents said behaviorally targeted ads would get their attention more than contextual ones, per a JupiterResearch study. >more

To Sell More, Be More Relevant
By Matthew Roche

Of the different types of optimization technology I often write about, targeting is the simplest way of exploiting differences among your visitors in order to draw in greater revenue. >more

Using Behavioral Targeting for Cross- and Up-Sell
By Robin Neifield

Just before the all-important Q4 selling season, we're laser-focused on maximizing this yearly revenue opportunity. Smart marketers have some budget dedicated to behavioral targeting for the coming year, but retailers should be especially aware of behavioral targeting opportunities to cross- and up-sell to new and returning customers during the holiday shopping season. >more

Online Behavioral Ads Beat Contextual Ads, Survey Says
By K.C. Jones

JupiterResearch found that behavioral ads outperform contextual ads by up to 22% in some categories. >more

Yahoo Buys BlueLithium for $300M
By Tomio Geron

The acquisition was expected to help boost Yahoo's effort to develop a third-party advertising network, helping the Internet company better compete with rivals such as Google and Microsoft. >more

Google Program Enlists Mini-Sites as Selling Tool for Advertisers
By Louise Storyn

The online giant will announce today a Gadget Ads program that will provide tools for advertisers to run widget ads in Google's AdSense network. >more

It's Greek to Me: Behavioral Targeting the Ancient Ways
By Anna Papadopoulos

What about behavioral targeting? Are we communicating with our customers like oracles? Does vague messaging play a role in this? >more

Parsons: Time Warner to hold on to AOL
By Juan Carlos Perez

Time Warner's priority for AOL is to make sure the Internet subsidiary executes properly its transformation from a business based on subscriber fees for dial-up Internet access, and takes full advantage of the opportunity in the vibrant online ad market. >more

Behaviorally Targeted Online Ads Get Better Reception than Contextuals

Online consumers are consistently more receptive to behaviorally targeted ads than contextual advertising, with behavioral targeting (BT) outperforming contextual by 22 percent in some categories, according to a recent study on consumer receptivity to online advertising. >more


Behavioural Online Advertising 'Outperforms Contextual'

A new report from Jupiter Research indicates that behavioural online advertising is significantly more effective than contextual advertising. >more

Behavioral Targeting Gets Close Up and Personal
By Andy Chen

TThe information people divulge about themselves finally appears to be relevant to behavioral targeting. >more

C4 and Emap Set to Employ Behavioural Targeting
By Ann-Marie Corvin

Channel 4 and Emap are the latest media owners to use controversial behavioural targeting techniques in a bid to maximise value for their online advertisers. >more

Last Indie Standing? Revenue Science on Tacoda + AOL
By Steve Smith

With AOL's announcement that it will acquire Tacoda and the recent flurry of acquisitions, Revenue Science is left as the largest and one of the last BT companies independent of a major media company or portal.CEO Bill Gossman weighs in on what the Tacoda/AOL deal means for his company and the industry. >more

Nielsen Alters Web Ratings, Favoring AOL Over Google
By Kendra Marr

Nielsen/NetRatings has changed the way it rates Web sites and in the process has upended the rankings of the top online destinations, vaulting AOL and Yahoo over rival Google. >more

Yahoo Allowed To Claim Their Prize

Yahoo has announced the clearance of its acquisition of Right Media for $650 million. This leaves the Google/DoubleClick deal for last to be cleared in the dealings made this past spring. >more

Yahoo Launches Smart Ads to Further Tailor Display Ads to Audiences
Giselle Abramovich

SmartAds combines Yahoo's consumer insights and rich media capabilities with new ad serving technology that converts marketers' creative campaign elements and targeted offerings into customized and relevant display ads. >more

Engaging Engagement: BT Gets Passionate
By Phil Leggiere

Most behavioral targeting to date has been oblivious to even acknowledging - much less exploring - the relationship between behavior, or what consumers do online, and engagement, or how their behavior uniquely expresses their personal interests and passions, as Bill Gossman, CEO of Revenue Science, explains. >more

Sapient Uncovers Behavioral Targeting
Gaston Legorburu

YThe online behavioral marketing wagon left the barn months ago. What is somewhat newsworthy, however, is the fact that with all the advances in the area of behavioral targeting and the proven benefits it delivers, marketers continue to utilize untargeted mass media for customized marketing programs. >more

Privacy, Portability, And Mobility: The Consultant Weighs In
Steve Smith

Alan Chapell, Chapell and Associates, discusses the growing importance of user data to the business models of the publishers he consults. >more

Developers Cash In on Facebook
By Leah Messinger

Now some programmers are monetizing their Facebook applications-sometimes called widgets-and in some cases pulling in more than $500 per day. >more

U.K. Pulls Ahead Of The Pack
eMarketer has put out a new study that predicts that online advertising expenditures in the U.K. will outpace that of the U.S. and other industrialized nations in the years to come. >more

Unlocking Mobile BT
By Phil Leggiere

CGiven the uniquely personal nature of consumers' relationships with their mobile devices, mobile advertising in theory would seem to be the ideal medium for uniquely personal targeting. >more

The Challenge for Yahoo: Be Better Than Google
By Elise Ackerman, Ryan Blitstein and Troy Wolverton

Current and former Yahoo insiders agreed there is no easy way to turn around the Internet giant. But they also agreed that Yahoo shouldn't try to out-Google Google. >more


Where were you online? Advertisers know
By Michele Gershberg

Technologies for monitoring and interpreting Internet habits as a predictor of future behavior cropped up at the start of this century, but only now are gaining momentum as the newest gold mine for Web sites and their advertisers. >more

The Behaviorally Targeted Ad Audience
Consumers like the idea of getting relevant ads tailored to their interests - at least online. In a study published in January 2007 by ChoiceStream, 70% of respondents said they were interested in receiving personalized advertising via the Internet. >more

Behavioral Advertising on Target... to Explode Online
After years of deriding the Internet as "only" a direct advertising vehicle, major brand marketers are discovering powerful new ways to target their users online, and major online players are clearly noticing. >more

Reaping Results: Data-Mining Goes Mainstream
By Steve Lohr

Sophisticated computing and mathematical analytics is moving into the mainstream. Fueling the trend are the digitization of information, ever faster and cheaper computing, and the explosion of online networks and data collection. >more

Microsoft Buys aQuantive
By Brian Morrissey

Microsoft said it would buy aQuantive for $6 billion in cash, a deal disclosed less than 24 hours after WPP Group's $649 million acquisition of 24/7 Real Media. >more

Why Behavioral Targeting is a Bargain
By Tom Hespos

If interests and lifestyles drive web behavior, then isn't behavioral targeting a better way to target media than the application of demographic filters >more

The Emotional Side of Behavioral Targeting
By Andy Chen

To truly understand the full extent of behavioral targeting, planners must understand the emotional forces (e.g., peer-to-peer influence) behind group behavior. >more

AOL Says Market for Online Ad Deals Heats Up
By Kenneth Li

The chief executive of Time Warner Inc.'s AOL unit said on Wednesday the acquisition market for online advertising technology is heating up, and AOL is interested in companies with expertise in targeting consumer behavior. >more

Retargeting: Behavioral Targeting's Last Mile
By Phil Leggiere

Less often acknowledged but equally vexing is the last-mile challenge faced by marketers in moving prospects from initial click-through to regular customers. In this conversation Chad Little, founder of retargeting specialist Fetchback, outlines a new orientation to marketing's last mile, one he calls "post-visit marketing." >more

Behavioral Targeting: Partner With Consumers
By Robin Neifield

Marketers view behavioral targeting as a must-have tool that brings brands closer to consumers than ever before. But now we must ask what it really means to consumers, especially now as more and more marketers adopt this highly effective approach. >more

Where were you online? Advertisers know
By Michele Gershberg

Technologies for monitoring and interpreting Internet habits as a predictor of future behavior cropped up at the start of this century, but only now are gaining momentum as the newest gold mine for Web sites and their advertisers. >more

The Behaviorally Targeted Ad Audience
Consumers like the idea of getting relevant ads tailored to their interests - at least online. In a study published in January 2007 by ChoiceStream, 70% of respondents said they were interested in receiving personalized advertising via the Internet. >more

Behavioral Advertising on Target... to Explode Online
After years of deriding the Internet as "only" a direct advertising vehicle, major brand marketers are discovering powerful new ways to target their users online, and major online players are clearly noticing. >more

Reaping Results: Data-Mining Goes Mainstream
By Steve Lohr

Sophisticated computing and mathematical analytics is moving into the mainstream. Fueling the trend are the digitization of information, ever faster and cheaper computing, and the explosion of online networks and data collection. >more

Microsoft Buys aQuantive
By Brian Morrissey

Microsoft said it would buy aQuantive for $6 billion in cash, a deal disclosed less than 24 hours after WPP Group's $649 million acquisition of 24/7 Real Media. >more

Why Behavioral Targeting is a Bargain
By Tom Hespos

If interests and lifestyles drive web behavior, then isn't behavioral targeting a better way to target media than the application of demographic filters >more

The Emotional Side of Behavioral Targeting
By Andy Chen

To truly understand the full extent of behavioral targeting, planners must understand the emotional forces (e.g., peer-to-peer influence) behind group behavior. >more

AOL Says Market for Online Ad Deals Heats Up
By Kenneth Li

The chief executive of Time Warner Inc.'s AOL unit said on Wednesday the acquisition market for online advertising technology is heating up, and AOL is interested in companies with expertise in targeting consumer behavior. >more

Retargeting: Behavioral Targeting's Last Mile
By Phil Leggiere

Less often acknowledged but equally vexing is the last-mile challenge faced by marketers in moving prospects from initial click-through to regular customers. In this conversation Chad Little, founder of retargeting specialist Fetchback, outlines a new orientation to marketing's last mile, one he calls "post-visit marketing." >more

Behavioral Targeting: Partner With Consumers
By Robin Neifield

Marketers view behavioral targeting as a must-have tool that brings brands closer to consumers than ever before. But now we must ask what it really means to consumers, especially now as more and more marketers adopt this highly effective approach. >more

Hachette Jumpstarts Digital Auto Ad Expertise With $110 Million Deal
By Laurie Petersen

HACHETTE FILIPACCHI MEDIA U.S. IS accelerating its scale and expertise in the important online automotive category and will pay up to $110 million to buy Jumpstart Automotive Media, an online automotive ad network, parent Lagardere SCA announced yesterday. >more

The 'It' Couple: Behavioral Targeting and Video, Part 2
By Anna Papadopoulos

Last month, industry experts shared behavioral targeting and video experiences. All agreed on the following points: video behavioral targeting is in its infancy, lack of inventory is an issue, and the potential is enormous. We continue the Q&A about the roles various partners will play in the future of video behavioral targeting and new opportunities that will become available to advertisers. >more

What's Next For Microsoft?
By Laurie Petersen and Tobi Elkin

THE PERCEPTION OF MICROSOFT AS a serious contender in the online advertising business suffered a big blow on Friday when Google came out on top of the bidding war and announced its deal to buy DoubleClick for $3.1 billion cash. "Microsoft definitely took a hit," said Bill Gossman, CEO of Revenue Science. >more

AOL Searches For New Ad Revenue
By Rachel Rosmarin

Time Warner's decision in August 2006 to set its long-struggling AOL unit free on the Web--rather than hidden behind a paid subscription--was by all accounts a good move.

AOL's sales last year were up 41%, to $1.9 billion, compared with 2005. On Monday, the company announced plans to wring even more dollars out of its existing search advertising business by attempting to actually sell some of its advertising space on its own via a new platform called AOL Search Marketplace. >more

Marketing Executives Facing New Issues, Investments in 2007
By Brent Hieggelke

Two recently published surveys around marketing indicate a shift in issues marketers face and the resulting change in investments planned by organizations as a result. The number one area of marketing investment from this Forrester survey was for "Web interaction optimization" technology, which is also known as "On-site behavioral targeting." >more

2007: The Year of the People vs. Pages
Bill Gossman, Revenue Science

Revenue Science's president and CEO shares five predictions for 2007, the year that the attention economy will take hold. Take a look back over the past five years in online media, and you'll see some interesting trends, troubling concentrations and a dam about to break. These trends will continue to thrust behavioral targeting into the media's mainstream; they will also benefit consumers, advertisers and publishers alike. >more

The Dark Side Of Interactive
Marketing Isn't So Dark
By Mr. Frog

Privacy advocates are busy stirring the pot over the allegedly illicit invasiveness of behaviorally targeted ads, but a close examination of available data reveals that their hand-wringing is little more than hot air. >more

The 'It' Couple: Behavioral Targeting and Video, Part 1
By Anna Papadopoulos

According to Nielsen//NetRatings, broadband penetration jumped from 65 percent in 2005 to 78 percent in 2006. This jump eliminates most barriers to consumers viewing and requesting video online. For sellers and planners, it means proposals saturated with video placements and ads.

What does this mean for behavioral targeting? Is there a role for behavioral targeting in the online video revolution? >more

Get More from Your BT Campaign
By Roger Park

Revenue Science Chief Revenue Officer Jeff Hirsch speaks about his company, Behavioral Targeting tips and what's ahead in the field. >more


Targeting And Life Stages
By Phil Leggiere

Most current approaches to behavioral targeting put all or nearly all their emphasis on what people are looking at and for online. While that's an important first step, truly customized granular targeting involves going deeper, learning new ways of asking and answering the question of why and how specific consumer segments differ in their search behavior, as Susie Kang, senior vice president of WhitePages.com, explains. >more

How to Upsell Your Customers
By Marla Schimke, VP Marketing, Revenue Science

By employing a sequence of creative executions that guide and influence consumers through the decision cycle, Behavioral Targeting can secure a more significant purchase for a wide variety of product categories.

Let's take a look at two examples that illustrate this. >more