WALTHAM, Mass. – Quattro Wireless (www.quattrowireless.com), North America’s best performing mobile advertising network, announced the results of a comScore, Inc. (NASDAQ: SCOR) digital marketing intelligence survey about today’s mobile consumer trends. The survey tracked contextual, demographic, behavioral and location information from the Quattro network of premier Publisher mobile web sites for category leading organizations, such as NFL.com, CollegeHumor.com, CBS News, Playboy, and Univision.

Across the Quattro network of premier mobile web sites, the comScore/Quattro Survey found a significant percentage of the audience to be “mobile only” visitors to these brand destinations. This unduplicated mobile audience uses the web daily and visits these sites in particular. The key statistics concluded:
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During Uncertain Economic Times, Marketers Take Smart Steps to Boost Retail Revenue

New York—July 29, 2008— Revenue Science, the leading provider of targeted advertising solutions for digital media, today announced the launch of three new behavioral segments designed to target shoppers for back to school necessities in the months leading up to the start of the fall semester. These segments, “Fall Clothing Shoppers,” “Back to School Clothing and Supply Shoppers” and “Back to School Computer and Gadget Shoppers,” help advertisers take advantage of the late summer/early fall necessity shopping period and find the exact consumers in the market for their particular product or service.

Each segment is derived from Revenue Science’s highly advanced targeting technology, which utilizes Boolean logic to create unique audience segments and find those consumers who are not only interested in a product, but are ready to buy. Fall clothing shoppers are those people who are researching and shopping for cool weather clothing and fall fashions. Back to school clothing and supply shoppers are students and their parents looking for age-appropriate clothing and school supplies from backpacks to graphing calculators. Technology has become a prominent part of the curriculum, so Revenue Science also created the back to school computer and gadget shoppers segment to find students and parents shopping for electronics and computers for the classroom.
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Publishers, Advertisers, Agencies and Luminaries Discuss Hot Topics in BT at Revenue Science Partner Summit

Bellevue, WA (July 09, 2008) — Behavioral targeting gained momentum in 2007 and is poised to hit the mainstream in 2009 according to Jupiter analyst Emily Riley who presented a keynote address at the Revenue Science Partner Summit. According to recent Jupiter Advertiser Executive studies, 49 percent of advertisers surveyed plan to use behaviorally targeted ads in 2008, and 31 percent claimed that determining where/how to reach their target audience will present the greatest challenge to planning and implementing online advertising in 2008.

With the number of attendees doubling in size from last year, the Partner Summit in Las Vegas brought advertisers, agencies, publishers and industry luminaries together to discuss actual successes, challenges and solutions, present case studies, and learn from each other and the Revenue Science team about the company’s advanced targeting and segmentation capabilities.

As the Internet becomes increasingly fragmented and consumers get bombarded by more and more messages every day, behavioral targeting is helping advertisers reach not only consumers that have interest in their product or service, but also actual intent to purchase. Revenue Science’s richer segmentation based on Boolean logic allows its advertisers to find the type of consumers they are looking for.
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One of the main advantages to using ad servers for your online advertising campaigns is the possibility of hour targeting for ads served to web sites.

Exactly how such targeting is done, that is a tech issue far beyond our Online Advertising Basics topic, as it is entirely depending on the ad server used. What is important to us, digital marketers, is to be aware of this facility ad servers have, and use it towards making online campaigns more efficient.

Hour targeting is especially useful when:

- we already know the online buying habits of our target;
- we want to create an association between our products and a certain time of the day when interest might be higher;
- we try to avoid a certain category of customers that are known to be more active at a certain hour interval;
- we know from previous researches that sites where we’re advertising have different categories of visitors, with different interests and behavior, active at certain hours.

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Behavioral Targeting Media Giant Extends European Presence to 8 Countries

NEW YORK (March 4, 2008) — Revenue Science, Inc., offering the most widely adopted, powerful, and flexible targeting platform for digital media, announced today that it has been selected by Cofina Media, one of Portugal’s largest online publishers, to provide their behavioral targeting technology. Cofina offers a wide range of content, spanning automotive, travel, fashion and technology interests, broadcast across a network of sites reaching many demographics. The partnership with Revenue Science is groundbreaking because it will be the first opportunity for advertisers to effectively target Portuguese behavioral audience segments.

“Until now, behavioral targeting opportunities have gone largely untapped in Portugal,” said Jeremy Mason, managing director of Revenue Science Europe. “With this agreement, Cofina Media brings unprecedented ability for advertisers to connect with specific audience segments based on their interests.”

Automaker Peugeot Portugal, through its media agency Media Contacts, will be the first to use the technology. The company will soon launch a behavioral targeting campaign using both rich media and standard banner ads to promote its new Peugeot 308 model.

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Behavioural Targeting Market Leader Partners With Financial Media

LONDON (February 28, 2008) — Revenue Science, the behavioural targeting expert, is delighted to announce an agreement with White Spider Media to target White Spider’s ever-expanding publisher network.

Primarily operating in the financial services arena, White Spider Media is the first agency to target and retarget advisers in the financial intermediary sector with publishers using Revenue Science behavioural targeting services. Clients such as Neptune, Barings and Scottish Widows Investment Partnership have used White Spider’s growing reputation in online advertising to find bespoke solutions in all matters financial.

“Revenue Science has the network we need and the desire to make things happen in the investment advertising sector – Revenue Science are proof that there is something new in advertising,” said Hugh Perkins a Director at White Spider Media. He added that “White Spider Media and Revenue Science share a similar vision in the targeting business drawing on expertise and a proper heritage in advertising to use a resource for everybody’s benefit.”
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CHICAGO, February 12,2008 – Media agency Starcom USA, behavioral targeting network Tacoda, and digital consumer insight company comScore collaborated on a research study whose results call into question click-through rates as a primary source of accountability for Internet display advertising aimed at brand-building. Called “Natural Born Clickers,” the study reveals that a very small group of consumers who are not representative of the total U.S. online population is accountable for the vast majority of display ad click-through behavior.

Full findings of the study, its methodology and results are being presented this afternoon at the iMedia Brand Summit in Coconut Point, Florida.

The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000. Heavy clickers behave very differently online than the typical Internet user, and while they spend four times more time online than non-clickers, their spending does not proportionately reflect this very heavy Internet usage. Heavy clickers are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers.

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NEW YORK (February 11, 2008) — At today’s OMMA Behavioral Summit in New York City, Revenue Science, Inc., offering the most widely-adopted, powerful, and flexible targeting platform for digital media, announced plans to sponsor the Behavioral Targeting Standards Consortium. The objective is to form an association of diverse key industry players who will drive development of universal standards for behavioral targeting. Revenue Science encourages all interested parties to visit the initiative’s website www.btstandards.org to join the organization. The consortium’s inaugural meeting will be held at OMMA Hollywood in March.

“With over 48 networks now claiming some degree of behavioral targeting capabilities, our industry’s challenge is to define behavioral targeting segments that help advertisers better understand what they are buying,” said Jeff Hirsch, Chief Revenue Officer of Revenue Science. “There is a growing need for greater transparency on what data is being used, how it is being used and by whom. Past initiatives have failed because the industry has not taken a collaborative approach, so it benefits us all to make this consortium a success.”

As the behavioral targeting industry continues to grow, confusion surrounding the technology has also expanded along side it. How does behavioral targeting differ from audience retargeting? What constitutes an audience segment? How are segments constructed and where does all this data come from? How should behavioral targeting be measured? These are questions the industry is hearing more and more. Without standards around these issues, it can be difficult for advertisers to plan and execute behaviorally-targeted media buys or measure performance.

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