FT.com, Reuters Target Ads by Behavior

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By: Ann M. Mack

(Adweek IQ) Revenue Science said Friday that it has struck deals with the Financial Times of London and Reuters to provide behavioral targeting to their Web properties.

Both publishers will use Revenue Science’s services to serve ads to their online readers based on their past surfing behavior. The Bellevue, Wash.-based company already has similar relationships with WSJ.com and CBS MarketWatch.

One of Revenue Science’s chief competitors is New York-based Tacoda, which works with properties like Primedia’s About, BusinessWeek Online and iVillage, plus many newspaper chains.

The price for campaigns that use behavioral targeting fall between low-end run-of-site and premium page-specific ad efforts, publishers said.

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