Revenue Science Adopts New Moniker
Revenue Science has been remanded AudienceScience in an effort to better describe the company's focus in behavioral targeting, according to President and CEO Jeff Hirsch. The Web site, which debuted Friday, reflects the change.
"AudienceScience tells more about how we fit in the marketplace," Hirsch said. "It's interesting to try and expand on the brand rather than lose the cache we built."
The focus remains on an ad targeting platform and marketplace. Changes in the management structure are not planned, Hirsch said. AudienceScience, New York will continue to support the Interactive Advertising Bureau (IAB) and develop behavioral targeting standards to define the process and correct ways to use data.
Most projects will continue to center on understanding audiences to target people, rather than places. While the model seems to have taken an interesting twist since being founded in 1999, the company has always been focused on data. It began with analytics and changed slightly in 2003, along with the name.
That's when the company began offering behavioral targeting technology to publishers. The model provided publishers with the technology to increase the value of their inventory. While the technology supported the foundation, in mid-2006 the company added a behavioral targeting marketplace--a network to sell directly to marketers.
Today, about 40% of company employees remain focused on research and development, and technical operations.
The company will continue to hire. On Friday, AudienceScience said it named Danielle Stone to senior sales executive. With the growing demand for behavioral targeting solutions in the advertising industry, Stone will focus on building long-term relationships. She joins the team from Commission Junction, a division of ValueClick.
Recent Online Media Daily Articles
-
More Consumers Turn To Mobile To Research, Book Travel May 21, 8:30 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ... -
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ...
Be the first to comment on "Revenue Science Adopts New Moniker "
Leave a Comment