CarandDriver.com Integrates Behavioral Targeting

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Beginning August 7, CarandDriver.com–the Web counterpart of Hachette Filipacchi Media U.S-owned Car and Driver magazine–will be delivering behavioral targeting services for automotive advertisers. The new advertising method for the site comes as a result of an agreement between Car and Driver and Revenue Science, a behavioral targeting provider for brand and search advertising.

With Revenue Science’s services, CarandDriver.com will extend its in-market inventory and increase the volume of high-value impressions available to advertisers who want to reach automotive enthusiasts.

Jim Keplesky, VP Interactive Sales for HFM US, explained in a statement, “We chose Revenue Science because they have the most sophisticated targeting capability available,” he continued. “We will have the ability to segment audiences not just by vehicle make and model, but now by specific visitor behavior. For example, we will be able to target consumers who have read two or more articles about a particular type of vehicle.”

Keplesky adds that, “Behavioral targeting has become an important element of major advertisers’ online marketing strategies, and we are happy to be working with Revenue Science to meet their needs. We expect to see a high level of adoption.”

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