ClickZ: Behavioral Targeting Meets Inventory Management

Behavioral marketing firm Revenue Science teamed with ad management firm Trafficmac to provide a bit of predictability and stability for publishers considering making the plunge into moving their ad inventories to behavioral targeting. Publishers have had a difficult enough time as it is with simply segmenting their site into content areas. Month-to-month inventory figures vary, and it can be difficult for sales staffs to know how many ad impressions they can offer advertisers. Behavioral marketing only makes the turbid waters murkier, or at least that's the impression many publishers have when first considering making the plunge. The integration with Trafficmac should make the determination of available media easier, and certainly easier to communicate among a sales staff.