Ad Targeting Firm AudienceScience Closes

US-based behavioral targeting technology firm AudienceScience has gone into receivership, less than a month after losing the contract it held with Procter & Gamble for nearly a decade.

Formerly known as RevenueScience, the company had nine offices globally, and its Audience Gateway technology platform used cloud-based infrastructure and machine learning to process billions of transactions per minute in over 50 countries.

Last month, Procter & Gamble decided to pull its contract with Audience Science and move its business to Neustar, citing the need to 'customize for regional needs'. Following the announcement, AudienceScience CTO Basem Nayfeh said the firm had hoped that a sale of the business would be possible, but no bid was made.

CEO Bill Gossman confirmed to news site AdExchanger that AudienceScience has now suspended worldwide operations, but declined to say more about closing the business. Commenting on the fate of the firm's 200-strong team, Gossman said: 'There's an amazing group of people who are absolutely expert in brand advertising that would be a huge asset to anybody in the business. If anybody would like to contact me personally, I'll make the necessary introductions'.

Web site: www.audiencescience.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.