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BtoB

Dow Jones launches behavioral targeting across sites

Published on .

New York—Dow Jones & Co. launched interest-based behavioral targeting across its network of sites, including The Wall Street Journal Online, Barron’s Online and MarketWatch.

The advertising service, powered by Revenue Science, allows advertisers to target messages based on user interests.

Dow Jones also announced that Oracle is the first advertiser to use interest-based targeting across the network to reach C-level executives.

Oracle’s advertising campaign is designed to position the company as a thought leader in business integration and intelligence.

The interest-based ads are targeted at subscribers who are defined as "technology enthusiasts"—those who visit technology sections or read stories about technology across Dow Jones’ online properties.

—Kate Maddox

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