Active Network Dramatically Increases Revenue Opportunities for Premium Publishers and Efficiency for Brand Advertisers
NEW YORK (April 20, 2005) — Creating a fundamental change in the way online advertising can be purchased, Revenue Science, the leading provider of behavioral targeting for more than 80 percent of top online brand advertisers, announced today the launch of its Revenue Science Audience Search Network. Enabling Fortune 1000 advertisers to buy and deliver brand advertising to highly qualified audiences at large scale, the network creates new revenue streams for Web publishers by extending their inventory in an entirely new way.
The network is currently active and several of the company's premium Web publisher clients are participating. In addition, a number of major brand advertisers, including Hyundai Motor America and Ford Motor Company have expressed interest in leveraging the Audience Search Network as a part of their marketing mix this year.
The Revenue Science Audience Search Network helps premium publishers monetize their high quality audiences through two distinct approaches:
Audience Aggregation enables high value publishers to increase reach and frequency across inventory aggregated by Revenue Science. For example, an automotive site can create SUV buyer segments, and then target those segments across the inventory of the network. This will enable advertisers to buy large, aggregated behaviorally targeted audiences from a single source across the extended network.
This approach enables Revenue Science publisher clients to drive revenue by sharing complementary audiences. For example, a sports site can access an SUV buyer audience from an automotive site, and then sell a brand campaign targeting that audience to an SUV manufacturer.
Both approaches provide unprecedented control, fair compensation, banner advertising compatibility and user privacy, while enabling advertisers to reach audiences across multiple publishers for maximum reach and efficiency so they can confidently allocate more offline dollars to online media.
"The Audience Search Network delivers real value to advertisers," said Aaron Cohen CEO of Bolt Media. "Our advertisers are determined to reach as many Bolt high school and college students as they can throughout the Internet. From design through implementation, Revenue Science's approach has thoughtfully blended advertiser and publisher priorities: maximum reach, segment consistency, and an intense focus on consumer privacy concerns. They have a real vision for this and we look forward to introducing it to our advertisers."
The Audience Search Network reaches approximately 70 percent of the U.S. Internet audience, today, and by mid-2005 it will reach approximately 80 percent of the U.S. Internet audience.
An additional feature of the network is the ability for brand advertisers to export behavior segments from their own sites to publisher sites where they are advertising, enabling them to deliver customized campaigns to consumers who have already shown specific interest in their brand.
"There are many advertising options for companies running direct response campaigns, but our advertisers run brand campaigns to influence people throughout their buying process," said Rishad Tobaccowala, Chief Innovation Officer of Publicis Groupe. "In a fragmented media world, the Revenue Science Audience Search Network creates a wealth of opportunity to deliver ads to targeted consumers on more sites than ever before possible."
Revenue Science Audience Search Network Advantages
The Revenue Science Audience Search Network incorporates four distinct features that separate it from existing network offerings: banner advertising compatibility, unprecedented publisher control, fair compensation, and guaranteed user privacy.
"Aligning with our premium publishers to aggregate targeted audiences is a unique offering that is key to helping brand advertisers bring offline dollars online," said Bill Gossman, president and CEO of Revenue Science. "The Revenue Science Audience Search Network is a revolutionary model that protects publishers' most important asset, and creates an entirely new revenue stream for them, while delivering the greatest possible value to all participants."