IBS Taps Revenue Science for Targeting

Behavioral targeting provider Revenue Science has signed a deal with local news network Internet Broadcasting Systems (IBS) to provide its Audience Search service across IBS’ 72 sites.

Revenue Science’s analysis of anonymous user behaviors — including search, registration, page views, and frequency and timing of site visits — will help IBS find, evaluate, and deliver targeted audience segments for advertisers.

IBS will then be able to sell behaviorally targeted advertising across the network of local news sites it owns and operates in partnership with NBC, Hearst-Argyle Television, Post-Newsweek Stations, Cox Television, McGraw-Hill Broadcasting Group, and other well-known broadcasters.

IBS reaches news viewers in 57 markets, including all 10 of the top 10 and 41 of the top 50 U.S. Nielsen markets. The IBS network produces and hosts more than 8,000 campaigns each year.

“Brand advertisers will be able to leverage the power of our broadcast station Web sites that deliver a hard-to-reach, at-work audience,” said Adam Gordon, VP of national advertising sales for IBS. “Our partnership with Revenue Science will help deliver the most qualified audience to our advertisers and the most relevant products and services to our viewers.”

The behavioral targeting space is heating up, with competition between leading targeting firms Revenue Science, Tacoda, 24/7 Real Media, and AlmondNet. The players are jockeying for position in the still-nascent arena. Revenue Science teamed with Nielsen//NetRatings in October to certify its audience quality, a path which 24/7 Real Media followed in January when it partnered with auditing service I/PRO.

By providing third-party verification of audience composition, 24/7 Real Media and Revenue Science hope to build demand for their behaviorally targeted ad services and establish their own behavioral segments as industry standards against those of competitors. Tacoda has submitted its own version of standards as well.

Industry watchers say standardization is a major hurdle that must be overcome before behavioral targeting can see significant growth.

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