Revenue Science Launches Network

  |  April 22, 2005   |  Comments

The new network lets brand advertisers reach a wider audience with a single behavioral buy.

Revenue Science has unveiled a new network for brand advertisers to run behaviorally targeted banner and rich media ad campaigns.

The Audience Search Network will let advertisers buy aggregated audiences from a single publisher. The ads will appear on multiple sites across the extended network. The publisher who sells a campaign is paid by the advertiser, and a publisher who provides the behavioral audience segment gets a percentage of that CPM.

Some larger advertisers have been hesitant to try behavioral targeting, as the scale isn't conducive to large campaigns. Previously, a brand advertiser would have had to negotiate terms with each site it wanted to advertise on.

Competitor Tacoda announced plans for its own CPM-based network for brand advertisers last month, and has run a pay-per-click text ad network since November.

Under Revenue Science's new model, publishers in the network share complementary audiences, allowing a sports site to access an SUV buyer audience from an automotive site, then sell a brand campaign targeting that audience to an SUV manufacturer, for example.

An advertiser can also export behavior segments from their own sites to publisher sites where they advertise, enabling them to deliver customized campaigns to consumers who have demonstrated interest in their brand.

"Working out an economic infrastructure that ensures fair compensation for all participants is a real key to the value proposition," said Nick Johnson, SVP business development and GM account strategy for Revenue Science. "In existing co-op models, only the publisher who sells a campaign makes money while publishers who provide the valuable behavior used to create the segments are not compensated. This is why many publishers have been anti-network in the past."

Johnson said several brand advertisers, including Hyundai Motor America and Ford Motor Company, have expressed interest in advertising on the network. No advertisers are running campaigns yet.

The network is currently active, with Bolt.com and two other publishers signed, and several others in negotiations to participate, he said.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...