Financial Times Selects Revenue Science to Deliver Audience-Based Advertising

Behavioral Targeting Services Dramatically Expand Brand Campaign Possibilities for Largest Advertisers

BELLEVUE, Wash. (March 12, 2004) — Revenue Science, Inc., the leading provider of behavioral targeting for online advertising, announced today that the Financial Times (FT), one of the world's leading business news organizations, has signed an agreement to use the company's full-service offering to deliver customized audience segments to FT.com advertisers. Effective this March, the new capability will allow advertisers to target distinct segments of FT.com's coveted audience of more than 3.5 million senior-level corporate decision makers through multi-dimensional behavioral targeting that optimizes ad spending at the campaign level.

FT.com, the world's leading audited business website (source: ABCe), is the latest major media site to choose Revenue Science's comprehensive behavioral targeting, which includes a combination of revenue management services and on-demand technology that help find, evaluate and monetize audiences. By interpreting trillions of user actions including visit interactions, recency and loyalty of visits, search data, registration, and location of Internet access, Revenue Science creates premium ad packages that allow advertisers to conduct cost-effective online branding campaigns that reach highly relevant audiences with little or no waste.

"The FT has a longstanding reputation for offering our advertisers innovative methods for reaching the world's most prestigious audiences—in both print and online," said Shauna Monkman, global head of online sales for FT.com. "Revenue Science's behavioral targeting is another step in our efforts to provide highly valuable inventory to advertisers, while increasing reach and value for money." Monkman added that Revenue Science's full-service model distinguished it from competitors and that it was the only company that combined world-class technology with the ability to generate demand from advertisers and agencies, provide training for sales staff, and assist ad operations to deliver efficiently.

Category Ownership

The announcement also marks Revenue Science's virtual ownership of behavioral targeting for the financial media category. These financial media sites are particularly suited to employing behavioral targeting due to their access to a highly-desirable audience of affluent readers who control or influence business purchasing decisions. Behavioral targeting removes the inventory constraints these publishers face by allowing advertisers to reach their targets on any page of the site. FT.com, one of the most trafficked business and financial media sites on the, web averaging more than 55.5 million Web page views each month (source: ABCe October 2003), joins an already prestigious client list that includes Dow Jones/WallStreetJournal.com, Marketwatch.com and Reuters.com.

"Google and search advertising has had a huge impact on transaction-based consumer advertising, leading to record revenues," said Bill Gossman, president and CEO of Revenue Science. "Revenue Science is delivering the same benefits to large advertisers who want to build brand awareness at the ‘top of the funnel' but have not been able to with search-based advertising's limited scope. Working with leading publishers who offer great content such as Financial Times, we are delivering unheard of campaign precision to advertisers, guaranteeing them an audience where every ad impression counts."

About the Financial Times

Financial Times is firmly established as one of the world's leading business information brands, internationally recognized for its authoritative, accurate, and incisive news, comment and analysis. Whether in print or online, the Financial Times is essential reading for the global business community.

Printed in 22 sites worldwide, the Financial Times newspaper currently has a daily circulation of over 460,000. FT.com (http://www.ft.com) is one of the world's leading business information portals, and the Internet partner of the Financial Times. It combines agenda-setting editorial content with comment and analysis, relevant financial data, discussion groups, unique dossiers on key business people and a range of tools to search the web, manage a working day and seek out leisure opportunities. FT.com has 3.5 million unique monthly users that generate over 55 million monthly page views.

For Financial Times:
Jolie Hunt 
Financial Times Public Relations
212.641.6611
jolie.hunt@ft.com