Wall Street Journal Online releases results of behavioral testing

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New York—Dow Jones & Co.’s The Wall Street Journal Online unveiled Thursday the results of Revenue Science’s analysis of the quality of the Web site’s "behaviorally targeted" audience.

The results showed that the Online Journal’s "engaged investor" audience segment was 240% more likely to be interested in online trading sites than the average online user.

Revenue Science, a provider of behavioral targeting applications, last year introduced a program designed to evaluate the quality of behaviorally targeted audiences online.

Called Audience Quality Certification, the program is conducted in partnership with Nielsen//NetRatings. The program is intended to provide a third-party benchmark of audience segments against the activity of the Nielsen//NetRatings MegaPanel.

Revenue Science’s analysis indicated that the Online Journal’s "engaged investor" audience segment was more than twice as likely to visit hotel and airline sites, about 100% more likely to visit computer and consumer electronic sites, and 75% more likely to visit auto sites than the average online user.

"The ability for me to say [to a potential advertiser] that a particular segment of the Online Journal’s audience identified because of its behavior is four times as interested in your category as the average Web user—according to Nielsen//NetRatings—is a huge positive that makes the sale easier on both sides," said Randy Kilgore, senior VP-advertising of Dow Jones Online.

—Sean Callahan

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