• by August 31, 2004

Some movement today in the behavioral marketing arena: Trafficmac and Revenue Science have entered a technology alliance designed to enable multi-site publishers to break out ad packages by site and audience segment for inventory management purposes. Say a large online publisher wants to use behavioral marketing techniques but has only been able to implement them for a limited amount of inventory. Trafficmac's software allows publishers to see overall inventory availability in real time in order to make behavioral deals across multiple sites.

Trafficmac and Revenue Science plan to integrate their systems to help make it easier for ad salespeople to incorporate Revenue Science audience segments into sales proposals in Trafficmac. Revenue Science's Audience SearchT service, which enables publishers to find audience segments, will be integrated with Trafficmac's Queue Management System. The integration, both companies say, will make it even easier for ad sales professionals to incorporate Revenue Science audience segments into sales proposals in Trafficmac.

Some of Revenue Science's clients include The Wall Street Journal Online, MarketWatch, Reuters, and ESPN. Trafficmac clients include The Online Journal, The Economist, and MSN.

Inventory management is such a big issue for online publishers regardless of whether they're employing behavioral marketing techniques or not. By joining forces, Revenue Science and Trafficmac, no doubt, will streamline and hopefully, simplify the process of identifying high-quality online inventory.