Top U.S. Hispanic Portal to Target on Behavior

U.S. Spanish-language publisher Univision Online has tapped Revenue Science to provide behavioral targeting capabilities on Univision.com.

Univision advertisers will be able to target the portal’s Hispanic audience in a range of behavioral segments, including automotive, personal finance and wireless. The five-year-old site offers news, entertainment, sports and some services across 12 channels.

It will use behavioral data on its users only for ad targeting on its own Web pages — it won’t sell data to other Revenue Science publishers who can then target its users on their sites.

“[Behavioral targeting] will bring major benefits to our advertisers, by expanding the amount of valuable inventory available and enabling the precision delivery of campaigns to a variety of large, high-quality consumer audiences,” said Javier Saralegui, president of Univision Online, in a statement.

For Revenue Science, it’s a big win in more ways than one. First, Univision has a huge online audience, reporting 3 billion page views and 196 million unique visits in 2005.

It’s also the first time the behavioral targeting player has retrofitted its product for a non-English language site, and executives say international expansion is a big part of its strategy going forward.

“We haven’t spent a lot of time talking about this, but over the last year we’ve done quite a lot of work… expanding into Asia,” Nick Johnson, SVP of account strategy at Revenue Science, told ClickZ News. “Having gone through the exercise once sets us up to do more internationally.”

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