Dow Jones Adds Targeting Technology Across Its Sites

By: E&P Staff Dow Jones Online today introduced Interest-Based Targeting, powered by Reveune Science, Inc, across its Web sites, including The Wall Street Journal's sites and sites for Barron's and MarketWatch.

Interest-Based Targeting allows advertisers to reach readers with specific job titles or areas of interest such as business and personal technology, travel, automotive, and investments, among others.

The company had already been using the technology, which tracks readers online to collect data about their interests, since 2003 on the Journal and Barron's sites. Today's announcement marks the introduction of the technology to the recently acquired MarketWatch site.

Dow Jones also announced that Oracle is the first technology advertiser to use the technology to reach senior executives.

"There has been a lot of interest from advertisers, which, like Oracle, immediately recognize the benefit of being able to draw from a larger audience -- the very top end of the business-news consumers through the Online Journal and the broader consumer market of people interested in financial news through MarketWatch," Randy Kilgore, Dow Jones Online's senior vice president, advertising, said in a statement.