Online Journal offers new ad-targeting program

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New York--The Wall Street Journal Online announced Tuesday it now offers the ability to target specific advertisements to individual subscribers based on their site-usage characteristics.

Using what the Online Journal calls “Interest-Based Targeting,” 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.’s 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 “technology enthusiast” as a user who visits the Online Journal’s technology section five times a week. Once these users are defined they can be targeted with appropriate ads no matter what section of the site they are visiting.

“Interest-Based Targeting will change the way advertisers think of online advertising, moving the focus from a set of pages to a group of people,” Randy Kilgore, VP-advertising for the Online Journal, said in a statement.

--Sean Callahan

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