Oracle Signs On for Behavioral Target on Dow Jones Online Sites

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Oracle Corp. is the first technology advertiser to use interest-based targeting to reach 10 million unduplicated unique visitors each month across the Dow Jones Online properties.

The deal is Dow Jones & Co.'s first major advertising offering resulting from the recent purchase of the MarketWatch free-to-access financial news Web site. Starcom Worldwide handled the media planning and buying for Oracle, Redwood Shores, CA.

Under the terms, Oracle ads will run across The Wall Street Journal Online site at and sibling properties such as,,, and

Oracle ads also will appear on Barron's Online and at

The Oracle campaign aims to position the database giant as a thought leader in business integration and intelligence. The interest-based segments are based on subscribers who visit the technology sections or read stories about technology on Dow Jones Online sites.

Technology from Revenue Science Inc. supports interest-based targeting for Dow Jones Online.

Dow Jones debuted such behavioral targeting in June 2003 when it launched interest-based targeting across all its online properties. It has more than 50 advertisers in categories like automotive, travel, consumer electronics, financial services and now technology use interest-based targeting.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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