NEW YORK, Sept 24 Privately held Revenue
Science will offer behaviorally targeted advertising services
on Internet-browsing cell phones in Japan, entering a new field
for sending commercials based on a consumer's Web habits.
Revenue Science Chief Executive Bill Gossman said on Monday
that the company had chosen to offer the services in Japan
first because of heavy Web use over cell phones in that
Revenue Science aims to offer similar services in the
United States in about one year and is in talks with a wireless
carrier, he told Reuters.
"Everything we've learned in Japan should be directly
applicable to the U.S.," he said in an interview.
Revenue Science's service will be available through a
partnership with Japanese Web portal operator mediba and the
Digital Advertising Consortium over KDDI Corp (9433.T), Japan's
No. 2 mobile carrier.
Behavioral targeting allows marketers to send advertisers
to a more specific group of consumers, gauging the kinds of
products or services they might be interested in based on the
Internet sites they have recently visited.
In the United States alone, marketers are expected to
nearly double their spending on behaviorally targeted ads to $1
billion next year from $575 million in 2007, according to Web
research firm eMarketer.
(Reporting by Michele Gershberg)