NEW YORK (February 11, 2008) — At today’s OMMA Behavioral Summit in New York City, Revenue Science, Inc., offering the most widely-adopted, powerful, and flexible targeting platform for digital media, announced plans to sponsor the Behavioral Targeting Standards Consortium. The objective is to form an association of diverse key industry players who will drive development of universal standards for behavioral targeting. Revenue Science encourages all interested parties to visit the initiative’s website www.btstandards.org to join the organization. The consortium’s inaugural meeting will be held at OMMA Hollywood in March.
“With over 48 networks now claiming some degree of behavioral targeting capabilities, our industry’s challenge is to define behavioral targeting segments that help advertisers better understand what they are buying,” said Jeff Hirsch, Chief Revenue Officer of Revenue Science. “There is a growing need for greater transparency on what data is being used, how it is being used and by whom. Past initiatives have failed because the industry has not taken a collaborative approach, so it benefits us all to make this consortium a success.”
As the behavioral targeting industry continues to grow, confusion surrounding the technology has also expanded along side it. How does behavioral targeting differ from audience retargeting? What constitutes an audience segment? How are segments constructed and where does all this data come from? How should behavioral targeting be measured? These are questions the industry is hearing more and more. Without standards around these issues, it can be difficult for advertisers to plan and execute behaviorally-targeted media buys or measure performance.
Revenue Science hopes the consortium will facilitate a thoughtful discussion among leading professionals that advances the creation and refinement of segment standards that are critical as the share of behavioral targeting dollars is poised for continued growth.
About Revenue Science, Inc.
Revenue Science offers the most widely adopted, powerful, and flexible targeting platform for digital media, worldwide. Using the most advanced behavioral targeting capabilities available today, the Revenue Science Targeting Marketplace manages billions of behaviors per day with access to over 100 million unique internet users, and makes them accessible to marketers and publishers to connect with an engaged audience. With clients like AOL.com, ESPN.com, Financial Times, Gannett, Jumpstart Automotive Media, New York Times Digital, NikkeiNet, Reuters.com, The Guardian.co.uk, Univison.com, Wall Street Journal Digital, and WashingtonPost.Newsweek Interactive, Revenue Science serves more behaviorally targeted ads than any other company. For more information, please visit www.revenuescience.com.
