Behavioral targeting firm Revenue Science has changed its name to AudienceScience, which casts a brighter light on the company's main product: an on-site audience segmentation product that can be licensed to publishers.

According to CEO Jeff Hirsch (via ClickZ), the "Revenue" in its old moniker was meant to appeal to site owners seeking to create more premium inventory and charge higher CPMs.

Around 2005 the company grew more "audience" focused. That year it launched Audience Search, a network whose objective is to achieve greater scale in audience segments. But Hirsch insists the "real money" lies in building a network effect, where large brands and agencies can spread themselves generously by cherry-picking certain audience behaviors and inventory across a panoply of sites.

The network's been renamed AudienceScience Targeting Marketplace. It provides a number of behavioral targeting iterations, including re-targeting, creative re-targeting, and search re-targeting; as well as daypart, geo- and contextual targeting.