Press Releases

Revenue Science to Sponsor Consortium on Behavioral Targeting Standards

Professionals Can Join at www.btstandards.org

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.

Revenue Science hopes the consortium will facilitate a thoughtful discussion among leading professionals that advances the creation and refinement of segment standards that are critical as the share of behavioral targeting dollars is poised for continued growth.

About the Behavioral Targeting Standards Consortium:
The Behavioral Targeting Standards Consortium is a new professional consortium established to drive industry standards for behavioral targeting. Sponsored by Revenue Science, the association of over 315 member companies aims to enhance the understanding of behavioral targeting by developing and advocating behavioral targeting guidelines. The BTSC provides the tools and education necessary for publishers and advertisers to maximize the benefits of behavioral targeting. For more information, please visit btstandards.org.

Media Contact:
Morgan McDowell
blast! PR on behalf of Revenue Science
morgan@blastpr.com
919-833-9975 x.12

Back to Press Releases

BTSC Member Companies - Partial List

Scroll Up

Scroll Down