Using what the Online Journal calls âInterest-Based Targeting,â advertisers can reach subscribers who have shown an interest in a particular area of news coverage.
Interest-Based Targeting, which is powered by Revenue Science Inc.âs Switched-On Audience Select revenue maximization service, attempts to go a step beyond demographic or contextual advertising.
For example, the Online Journal said the technology can define a âtechnology enthusiastâ as a user who visits the Online Journalâs technology section five times a week. Once these users are defined they can be targeted with appropriate ads no matter what section of the wsj.com site they are visiting.
âInterest-Based Targeting will change the way advertisers think of online advertising, moving the focus from a set of pages to a group of people,â Randy Kilgore, VP-advertising for the Online Journal, said in a statement.