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Behavioral modification
Los Angeles Business Journal, Jan 23, 2006 by Deborah Crowe
Univision Online, the interactive division of Los Angeles-based Univision Communications Inc., has hired New York-based Revenue Science to provide a more sophisticated presentation of advertisements on its online site, among the Internet's most heavily visited Spanish-language sites.
Most ad-serving software pairs an ad with a Web page with complementary content, such as placing an automobile ad next to an automotive story. Revenue Science's behavioral targeting technology takes the process one step further by tracking a visitor's usage of the client's site and serving ads based on the reader's most important interests, regardless of page content. Thus a regular visitor who frequently reads personal finance stories might be shown a financial services ad even when visiting an automotive page.
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"It enables advertisers to buy ads that target a very distinct user, not just someone who might occasionally look at particular content," said Nick Johnson, Revenue Science's chief executive. Univision is the company's first foreign-language client. The company also works with the online sites of Irvine-based Kelly Blue Book Inc. and Westlake Village-based Homestore Inc.
Staff reporter Deborah Crowe can be reached at (323) 549-5225, ext. 232, or at dcrowe@labusinessjournal.com.
COPYRIGHT 2006 CBJ, L.P.
COPYRIGHT 2008 Gale, Cengage Learning
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