Top U.S. Hispanic Portal Targeting Behavior

Univision Online, the top U.S. Spanish-language provider is tapping into Revenue Science for behavioral targeting capabilities for their site, Univision.com. The advertisers of Univision will be able to target the portal’s Hispanic audience with different behavioral segments including personal finance, automotive, and wireless. Univision Online, only a five-year-old site, currently offers news, entertainment, sports and other services across 12 channels.

The behavioral data captured will be used only for ad targeting on Univision’s Web pages, not for other Revenue Science publishers. According to Javier Saralegui, the President of Univision Online, he stated that the behavioral data would bring about many advantages such that it would expand the amount of valuable inventory available and the campaigns delivered would be sent to a variety of large, high-quality consumer audiences. With Univisions’ huge online audience (196 million unique visits in 2005 to get a better idea), Revenue Science will exceed in more ways than one.

International expansion is part of Revenue Sciences’ strategies in moving forward and with them acquiring its first ever non-English language site; they are on the right track.