eBay's comparison-shopping site, Shopping.com, will be displaying behaviorally targeted ads, powered by Revenue Science, later this month, reports MediaPost. Based on visitors' search activity on the site and the pages they visit, Revenue Science will determine what they are interested in purchasing and will serve ads for such products - including during subsequent visits. Behavioral ads will also be served on Shopping.com's Epinions and Dealtime. Behavioral targeting firms work primarily with editorial-content publishers rather than e-commerce companies; however, the approach is not unheard of. Revenue Science rival Tacoda has Buy.com and LiveDeal as clients, for example.

Still, reaching shoppers who are further along the purchasing decision, and are actually in "shop mode," is of great interest to advertisers, Nick Johnson, SVP of business development and general manager of account strategy for Revenue Science, told ClickZ.

"Putting your ads in front of someone who's ready to buy is obviously a very smart way to do business," he said, citing the success of the company's efforts at auto-comparison and research sites KBB.com, Edmunds.com, and Autobytel.

Revenue Science has been rumored to be considering adding blogs to its network as advertising partners or cookie distributors, similar to Kanoodle's BrightAds Cookies, but Johnson wouldn't confirm that to ClickZ.