Briefs

By Zachary Rodgers, ClickZ, Feb 23, 2009

It doesn't exactly roll off the tongue, but Revenue Science's new name -- AudienceScience -- may do a better job describing the company's value proposition to brand marketers than its old one did.

For many years the behavioral targeting firm's main offering was its on-site audience segmentation product, which it licensed to individual publishers. The "Revenue" in its name was intended to appeal to site owners eager to create more premium inventory and charge higher CPMs, according to CEO Jeff Hirsch.

In 2005 the firm launched a network, called Audience Search, to achieve greater scale within audience segments and overcome the inadequacies of reach that have historically plagued behavioral targeting vendors. Indeed, rival Tacoda eventually gave up on single-site behavioral targeting, long before its acquisition by AOL.

AudienceScience still vouches for on-site behavioral targeting however. Hirsch said the company derives about half its revenue from providing its technology separately to large publishers.

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