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 Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

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

UPCOMING TRAINING

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Resources

Jobs