MarketWatch.Com Selects Revenue Science Behavioral Targeting to Deliver Qualified Audiences to Advertisers.Business Editors BELLEVUE, Wash.--(BUSINESS WIRE)--Jan. 27, 2004 MarketWatch To Become First to Offer Ad Packages that Combine Behavioral and Workplace Targeting Revenue Science, Inc., the leading provider of behavioral targeting Delivering ads based on a user's habits. If a customer registers with an e-commerce site to make a purchase, those sales along with the user's site navigation history are often stored and analyzed to make targeted offers the next time. for online advertising, announced today that MarketWatch.com, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : MKTW), a leading multimedia publisher of business news and provider of financial information and analytical tools, has signed an agreement to use its Switched-On Audience Select(TM) behavioral targeting service. Beginning later this quarter, advertisers on MarketWatch's award-winning CBS (Cell Broadcast Service) See cell broadcast. MarketWatch Web site will have access to new ad packages that deliver ads to their qualified audience segments throughout the site--independent of what page users are on. By activating the on-demand service from Revenue Science, MarketWatch will give advertisers even greater access to its highly-coveted online audience of business and financial professionals. In addition, MarketWatch is first to offer audience packages based on both visitor behavior and workplace domain address, enabling breakthrough Web ad campaigns that talk to specific industries and buyer profiles. For example, an advertiser could have the opportunity to target "Technology Professionals," by offering a segment based on employees within a group of technology companies. "By combining the behavioral and workplace targeting capabilities of Revenue Science's Audience Select service, we plan to offer advertisers a package for virtually any audience they request, ranging from 'Active Investors' to 'Fortune 100 Businesses,' to one of the largest targetable 'Financial Services' audiences available," said Scot McLernon, executive vice president of sales & marketing for MarketWatch.com. "This is a unique offering for advertisers seeking to connect with MarketWatch visitors in the workplace, and supports our reputation for creating innovative, flexible advertising solutions for our customers." Service Delivers Qualified Audiences Based on Behavior Designed specifically to help Web publishers capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the advertising value of their customers, the Revenue Science Switched-On Audience Select service uses patented technology to analyze and interpret Web site behavior to match up advertisers with the audiences they specify for each Web campaign and to guarantee that ads will be presented to only those audiences. MarketWatch.com will combine this with workplace targeting that incorporates data such as Internet access See how to access the Internet. from specific Standard Industrial Classification (SIC) coded industries, domain names, or categories like .gov, .edu, etc. Unlike previous B-to-B targeting techniques that relied on incomplete DNS (Domain Name System) A system for converting host names and domain names into IP addresses on the Internet or on local networks that use the TCP/IP protocol. For example, when a Web site address is given to the DNS either by typing a URL in a browser or behind the lookup A data search performed within a predefined table of values (array, matrix, etc.) or within a data file. data, Revenue Science's workplace targeting uses patent-pending segmentation techniques built on a network of exclusively-licensed data sources, to drive the highest levels of audience composition quality. This multi-dimensional targeting lets advertisers build reach in a campaign. For example, instead of delivering "CEOs from tech companies who have over $1 million in revenue," which actually narrows reach, advertisers can request "people who access from technology companies or access technology pages or put in specific values in their registration," which increases the reach. "Revenue Science is about to change the Web advertising landscape dramatically," said Bill Gossman, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Revenue Science, Inc. "With our Switched-On Audience Select service, MarketWatch.com plans to offer advertisers a new generation of compelling behavioral and workplace targeting ad packages that should help establish the Web as the definitive communications medium for 21st century advertising-connecting the right message to the right audience at the right time." Gossman added that this announcement comes on the heels of rapid growth in online advertising over the past 12 months and that, "with the advent of new rich media capabilities, both large advertisers and publishers are seeking new methods of audience delivery that are more effective for large-scale brand campaigns. Revenue Science is the answer." About MarketWatch.com, Inc. MarketWatch.com, Inc. (NASDAQ:MKTW) is a leading multimedia publisher of business news and provider of financial information and analytical tools. Founded in 1997, the Company operates two award-winning Web sites, CBS.MarketWatch.com and BigCharts.com. The Company produces the syndicated CBS MarketWatch Weekend program, airs financial reports over The CBS Television Network CBS Television Network Major U.S. broadcasting company and network. It began in 1928 as the Columbia Broadcasting System, a small radio network directed by William S. Paley. and provides updates every 30 minutes on the MarketWatch.com Radio Network. MarketWatch.com also offers subscription products for individual investors, including the Hulbert Financial Digest Hulbert Financial Digest A monthly newsletter devoted to information about investment advisory letters. The publication includes a top-five ranking of advisory letters during short and extended periods, along with commentary and detailed , Retirement Weekly and The Technical Indicator technical indicator A variable used when technically analyzing the market to determine when to invest and which stocks to select. Technical indicators include chart formations, volume, and odd-lot sales. . With the Pinnacor merger, the Company's MarketWatch Information Services See Information Systems. group is a leading licensor of market news, data, investment analysis tools and other online applications to financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. firms, media companies, wireless carriers and Internet service providers Internet service provider (ISP) Company that provides Internet connections and services to individuals and organizations. For a monthly fee, ISPs provide computer users with a connection to their site (see data transmission), as well as a log-in name and password. . About Revenue Science, Inc. Revenue Science, Inc. is the leader in behavioral targeting for Web advertising. Revenue Science grows ad revenue for Web media publishers by finding, evaluating, validating, and delivering customized Web audience segments that represent prime customer targets for corporate advertisers. Revenue Science audience segments are delivered on-demand, over the Internet, and priced on an exclusive revenue-sharing basis that completely eliminates risk for customers. For more information, visit www.revenuescience.com. |
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