Patent for Behavioural Targeting System

US-based web behavioral targeting specialist Revenue Science has been issued a patent to develop audience exchange technology which it says will change the way marketers and publishers buy and sell behaviourally-targeted advertising.

The firm tracks the online behaviour of more than 120 million unique users visiting its 4,000-site network each month, to identify their interests and buying potential. When a user enters the network, they are recognised by the ad serving platform, and ads are delivered based on previous interactions with the site.

'The patent enables advertisers and publishers to auction behaviours across our targeting marketplace,' explained President and CEO Bill Gossman. 'Our patented technology distinguishes value with the class of an audience rather than the mass of traffic.'

The firm has offices in New York, Seattle, Santa Barbara, London and Tokyo, and is online at www.revenuescience.com.

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