Briefs

ClickZ News -- Kevin Newcomb -- October 13, 2004

Updated: Behavioral targeting provider Revenue Science today launched a new Audience Quality Certification service based on Nielsen//NetRatings data.

Through the partnership, Revenue Science will provide segment-level audience composition metrics gathered from the Nielsen//NetRatings MegaPanel, which measures the online behavior of several hundred thousand individuals across the Web. Revenue Science will collect metrics monthly for all its behavioral segments.

"This makes it easier for advertisers to buy and understand audience value. People turn to Nielsen//NetRatings in media planning offline and online to understand what audience they get when they do a tactical buy," said Omar Tawakol, SVP marketing at Revenue Science. "They're going to get a third-party, scientific metric that lets them value an audience on a specific site, but more importantly, they can plan campaigns across multiple sites with an apples-to-apples comparison."

The service will provide audience composition metrics comprised of Web behavior and demographics. Web-wide behavior includes high-level categorization, such as "Finance" or "Search Engine," and at a more detailed level, such as "Finance: Credit Card" or "Travel: Airlines." Demographic metrics include standard Nielsen//NetRatings household data including income, household size, ethnicity, and number of employed household members.

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