AdWeek: Revenue Science to Judge Behavioral-Segment Quality

Behavioral targeting firm Revenue Science teamed with Nielsen/NetRatings to develop a matrix by which different sites' ad segments might be compared against one another. The service combines Nielsen's information about internet households with Revenue Science's data on their various behavioral tendencies. The move seems to be a response to competing behavioral firm Tacoda's announcement a month ago of a set of 22 standardized behavioral segments. Revenue Science's CEO said its metrics would allow not only the separation of viewers into segments, but also determine the degree to which the viewers qualified as a member of that segment.