Briefs

ClickZ News -- By Janis Mara -- April 6, 2004

Revenue Science's Audience Search aims to make it easier for publishers to put together their own audience segments and calibrate the tradeoff between targeting and reach. The product launched Monday with the Wall Street Journal Online, one of the company's eight online publishers, two of which just signed up in mid-March.

The tool incorporates another fast-growing sector of online advertising: search. Publishers can type in a phrase from an agency or advertiser's request for proposal (RFP) letter, and get audience segments based on those words. To generate these results, the search engine goes through the words in every article and page in the publisher's site.

When a given phrase is plugged into the search engine, Audience Search returns a group of people. Every person in the anonymous group has a proven metric: they have read some content around the specified words.

"If I search for 'sports car,' the engine finds the people who read about sports cars," said Omar Tawakol, senior VP of marketing for Revenue Science.

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