Automotive Site to Offer Advertisers Customized Audience Segments

NEW YORK--May 2, 20044, 2004--Revenue Science, the premier provider of customized audience segments for Web publishers and advertisers, announced today that Kelley Blue Book (kbb.com), the No. 1 automotive information site according to Nielsen//NetRatings and J.D. Power and Associates, will use its full-service behavioral targeting services. This new offering will allow advertisers on kbb.com to bring their message to specific in-market car buyers, through ongoing campaigns and spot buys.

"Working with Revenue Science makes us the first in the online automotive category to offer behavioral targeting which will allow our advertisers to reach their premium markets," said Robin Cooper, director of sales for Kelley Blue Book. "We are impressed by Revenue Science's vision for online advertising and the untapped opportunity behavioral targeting holds for us and our advertising partners."

A First for Automotive

Kelley Blue Book selected Revenue Science due to the company's unique, full-service model that helps publishers find, evaluate and deliver audience segments, as well as its deep understanding of how to effectively manage online inventory. Through both rules-based audience segment definitions and Revenue Science's Audience Search service that allows custom audience generation in response to advertiser RFPs, Kelley Blue Book will enable its advertisers to target specific audiences based on billions of user behaviors and reach those audience segments throughout the kbb.com Web site.

Use of Audience Search will also allow Kelley Blue Book to provide advertisers with insight into audience quality reach -- prior to the buy -- through Revenue Science's Behavioral Relevance(TM) Score, so they can purchase "on-the-fly" audience segments with full confidence.

Bill Gossman, president and CEO of Revenue Science, said Kelley Blue Book is a technology-savvy company that understands how behavioral targeting can help maintain its leadership position in the automotive category. "With half of all online car buyers visiting kbb.com prior to purchase, the site is a must-have for companies who want to reach in-market consumers," he said. "The ability to target specific audience segments will make it an even more valuable to advertisers who want to optimize their online ad spending."

A Unique Approach

Revenue Science has distinguished itself among behavioral targeting services firms through its performance-based pricing and full-service model. Revenue Science supports its clients by working closely with publishers to develop, deliver and fine-tune audience segments; creating demand for audience-based advertising through direct interaction at the agency level, and providing strategic support throughout the sales cycle.

Kelley Blue Book joins Revenue Science's client roster of leading online publishers, including Wall Street Journal.com, Marketwatch.com, Reuters.com, Financial Times.com, and ESPN.com.

About Revenue Science, Inc.

Revenue Science, Inc. is the leader in behavioral targeting for Web advertising. Revenue Science grows ad revenue for Web media publishers by finding, evaluating, and delivering customized Web audience segments that represent prime customer targets for advertisers. Revenue Science audience segments are delivered on-demand, over the Internet, and priced on an exclusive performance driven basis that completely eliminates risk for customers. The company's primary clients are leading Web publishers including The Wall Street Journal Online at WSJ.com, Marketwatch.com, Reuters.com FinancialTimes.com and ESPN.com, and advertisers include Fortune 500 companies from technology, telecommunications, healthcare, travel, finance and many other industries. For more information, visit www.revenuescience.com.

About Kelley Blue Book

Kelley Blue Book is the most trusted vehicle information resource by both consumers and the auto industry. The company provides research tools and up-to-date pricing on thousands of new and used vehicles, including the company's New Car Blue Book Value, which reveals what a new car is actually selling for. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for authoritative and unbiased information to make well-informed automotive decisions. The company reports vehicle prices and values via products and services including the famous Blue Book Official Guide(tm), software and Internet site, kbb.com. Kbb.com has been rated the No. 1 automotive information site by Nielsen//NetRatings as well as No. 1 and first visited automotive site by J.D. Power and Associates six years running. No other medium reaches more in-market car-buyers than kbb.com; one in every four American car-buyers completes their research on kbb.com.