Audience-Based Advertising to Generate New Revenue Opportunities for Leading News Web Site
New York (September 20, 2004) — Revenue Science, Inc., the leading provider of behavioral targeting for online advertising, announced today that it now provides behavioral targeting services to Washingtonpost. Newsweek interactive (WPNI), the new media and electronic publishing subsidiary of The Washington Post Company. Through these services, WPNI creates and sells a new class of premium ad packages that enable advertisers to connect directly with target audiences on washingtonpost.com.
WPNI will benefit from using Revenue Science's industry-leading Audience Search behavioral targeting capabilities by selling distinct audience segments with known reach and quality on a campaign basis. As a result, the company will have high-value inventory to offer advertisers who want to explore creative and alternative ways of reaching their target audiences.
"Audience Search behavioral targeting will allow our advertisers to reach their target audience in a highly measurable way based on how our users actually experience the site," said Caroline Little, CEO and Publisher, Washingtonpost.Newsweek Interactive. "This new approach to advertising takes full advantage of the fact that the Web is an addressable medium, which is especially relevant for reaching consumers effectively."
"WPNI has a history of embracing new online advertising developments to leverage its affluent, educated, and influential audience," said Bill Gossman, President and CEO of Revenue Science. "We are excited to help such a respected media company implement audience-based advertising to drive additional revenue opportunities through behavioral targeting, in order to deliver the value of that audience to advertisers in the most powerful way possible."
Behavioral-based targeting is a growing trend in Web advertising and washingtonpost.com joins an impressive list of leading online publishers that have activated behavioral targeting services from Revenue Science including Marketwatch.com and The Wall Street Journal Online at WSJ.com, Reuters, Financial Times, ESPN, and Kelley Blue Book.
Washingtonpost.Newsweek Interactive is the online publishing subsidiary of The Washington Post Company (NYSE:WPO). Its mission is to develop the company's editorial products and businesses on the Internet and across all electronic content delivery platforms. WPNI's flagship products include washingtonpost.com and Newsweek on MSNBC.com. The company is headquartered in Arlington, VA.