The Wall Street Journal Online Targets Ads to Subscriber's Interests

Jun 20, 2003


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The Wall Street Journal Online announced that it now can target specific advertisements to individual subscribers based on their site-usage characteristics. Using Interest-Based Targeting, Online Journal advertisers can find their target audience among subscribers who have shown an interest in a particular area of news coverage. Advertisers can then show relevant ad impressions to enthusiasts in both sections of direct interest as well as in other relevant areas. As a result, the target audience can be exposed to a message sequentially over a predetermined period of time, allowing marketers to more consistently target the right audience and achieve their communication objectives. Interest-Based Targeting, powered by Revenue Science Inc.'s Switched-On Audience Select revenue maximization service, complements existing targeting technologies, such as demographic and contextual targeting. The Interest-Based Targeting model combines standard Interactive Advertising Bureau (IAB) formats with unique data analysis and customer intelligence technology to create an optimum brand-building environment. Interest-Based Targeting is available across all of the Online Journal's sites.

(http://www.wsj.com)