WSJ.com Introduces Interest-Based Targeting

Posted Tuesday, June 17, 2003 12:00 am

By: The Wall Street Journal Online announced Tuesday a new advertising program that targets individual subscribers based on their behavior. "Interest-Based Targeting" allows marketers to choose WSJ.com users who have shown an interest in particular news topics: business and personal technology, travel, automotive, investments, health, and leisure.

Powered by Revenue Science Inc. of Bellevue, Wash., the program tracks audience usage patterns. If a user is defined as a heavy consumer of health news, WSJ.com can deliver relevant ad impressions not only on health stories, but also on non-health stories that the user visits.

Internet-Based targeting will move the focus of online advertising "from a set of pages to a group of people, said the Online Journal's Vice President of Advertising Randy Kilgore in a statement.

The program targets the Journal's other targeting technologies --demographic and contextual.

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WSJ.com Introduces Interest-Based Targeting

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