NEW YORK Behavioral targeting firm Revenue Science has received an additional $25 million in venture capital financing, a company representative said.
The funding for the Bellevue, Wash.-based company brings its total backing to over $70 million in five years, going back to the company's first iteration as digiMine, a data-mining software maker.
Revenue Science CEO Bill Gossman said the company would use the funding to continue building out its behavioral-targeting network, pursuing other publisher software deals while also looking to international expansion.
"We see a huge opportunity here," he said. "We think '06 will be a very big year. We want to make sure we're mashing on the accelerator as much as possible."
Several Web publishers, including ESPN.com, Edmunds.com and The Wall Street Journal Online, use Revenue Science's software to track users' visiting patterns. The data can then be used to target advertising, showing ads for high-demand audiences like car buyers when they are on other areas of the site.
Revenue Science and its chief competitor, Tacoda in New York, are attempting to build networks from their installation bases. A behavioral-targeting network would allow advertisers to run campaigns across several sites. In that instance, a visitor to Edmunds.com could be identified as an in-market car buyer and shown auto ads when visiting a non-auto site like ESPN.com.
Yahoo has tested using Revenue Science's technology to show targeted ads on sites in its advertising network based on the user's browsing habits rather than the content on a Web page, the method used by Google and most contextual ad networks.