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Industry Luminaries Bring Insight and Influence to the Behavioral Targeting Standards Consortium

Organization Aims to Develop and Advocate BT Guidelines

New York–September 30, 2008–Today, an expert advisory board has been established for the Behavioral Targeting Standards Consortium (BTSC), a new professional association established to drive industry-wide principles for behavioral targeting. The BTSC Advisory Board is a network of experts committed to identifying and defining standards as our industry continues to develop.

As the ambassadors of the BTSC, the Board is responsible for regular interaction with other members in an effort to drive evolution and expansion of the behavioral targeting industry while maintaining consistent criteria. Experts from all facets of the industry, including providers, analysts, marketers and publishers will lend their insight and knowledge to the development of these guidelines. The current BTSC advisory board members are:

Ray Kimbrough, Director of BT Business Development, Expedia
Joe Kyriakoza, VP, National Advertiser Solutions, Jumpstart Automotive Media
Emily Riley, Senior Analyst, JupiterResearch
Chris Sanchez, Director of Advertising Products, Kelley Blue Book
JJ Richards, General Manager, Microsoft
Matt Wise, President and CEO, Q Interactive
Jeff Hirsch, President and CEO, Revenue Science
Marla Schimke, Vice President of Marketing, Revenue Science
Ingrid Michelsen, Director of Advertising Strategy, WhitePages

The BTSC's mission is to provide the tools and education necessary for publishers and marketers to maximize the benefits of behavioral targeting, and its membership of over 240 comprises a variety of companies, titles and perspectives from the industry. It is their goal to clarify the ambiguity associated with behavioral targeting, develop a common language for online advertising targeting solutions including: behavioral targeting, site re-targeting, search re-targeting, and creative re-targeting; determine acceptable behavioral data usage and ownership; outline what constitutes a behaviorally targeted audience segment and educate the marketplace about behavioral targeting.

"It is important for representatives from all aspects of the industry to lend their voice to the development of these industry standards," said Jeff Hirsch, CEO, Revenue Science, founding member of the BTSC. "Behavioral targeting is highly effective, we know, but there is a great deal of confusion on both the industry and consumer sides, and everyone is looking for guidance. As the chairman of the advisory board, it is my goal to help facilitate these conversations and provide the industry with some of the answers it needs to allow behavioral targeting to reach its full potential."

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

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