The Wall Street Journal Online at WSJ.com announced that it now can target specific advertisements to individual subscribers based on their site-usage characteristics. Using Interest-Based Targeting,
Online Journal advertisers can reach subscribers who have shown an interest in a particular area of news coverage, including business and personal technology, travel, automotive, investments, health
and leisure. Interest-Based Targeting is available across all of the Online Journal's sites. Powered by Revenue Science Inc.'s (formerly digiMine) Switched-On Audience Select revenue maximization
service, it will complement existing targeting technologies, such as demographic and contextual targeting. "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," said the Online Journal's Vice President of Advertising Randy Kilgore. "We pioneered demographic targeting in the 1990s. But by allowing
advertisers to target audiences based on viewers' interests and behavior, we add an exciting new dimension of opportunities. While this will work well for many advertisers, we believe
consumer-oriented advertising, like auto, travel, and electronics, will see especially great benefits. With Interest-Based Targeting, we are turning a page in the history of online advertising."
