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Terra.com Begins Behavioral Targeting with Revenue Science

Written on

Jul 7, 2006 

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Sarah Novotny  |

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Terra.com Begins Behavioral Targeting with Revenue Science

Terra.com is joining the increasing number of marketers that are using behavioral targeting to effectively target their audience. The site, which is the US Hispanic portal of the Terra Networks global Internet group, has selected Revenue Science to provide the marketing strategy.

“We selected Revenue Science because of its ability to deliver its sophisticated technology and services to our US Hispanic business as well as throughout our extensive network of 19 country sites in Latin America, the Caribbean and Spain,” stated Fernando Rodriguez, CEO of Terra. “Behavioral targeting has hit its stride as a solid option for marketers and we are excited to include this within our suite of services.”

Audience segments that are being targeted with the new advertising solution range from automotive enthusiasts, men, women, and youth, as well as frequent premium visitors to the health and personal finance sections of the site. Brad Hefta-Gaub, senior VP of media operations for Revenue Science, felt that Terra’s selection of the network validates Revenue Science’s industry leadership. He notes, “We are confident that our ability to deliver the most sophisticated targeting available in both Spanish and English will enable Terra to offer its advertisers great new opportunities to reach their audiences.”

Recent studies indicate that behavioral targeting is rapidly growing as the preferred method of reaching consumers amongst marketers. 52% of US marketers already use behavioral targeting while 17% are currently pilot testing it. By the year’s end, 31% of advertisers are expected to begin using the advertising technique.

Tags: behavioral_targeting, hispanics, partnerships, Revenue_Science and terra

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