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Revenue Science Proves High Value of Behaviorally Targeted Audiences with Nielsen//NetRatings Metrics

The Wall Street Journal Online Announces Positive Results of its Ratings

NEW YORK (May 19, 2005) — Revenue Science, Inc., the global standard of behavioral targeting for more than 80 percent of top online advertisers, announced today that its Audience Quality Certification™ program, conducted in partnership with Nielsen//NetRatings, is providing industry-standard metrics for advertisers to evaluate the quality of haviorally-targeted audiences.

The Wall Street Journal Online-the largest paid subscription news site on the Web-participates in the program, and today is announcing results of its ratings. These results confirm high scores in the quality of its audience compared to the average Web user. Revenue Science's Audience Quality Certification program, launched in October 2004, benchmarks audience segments against the Web-wide activity of several hundred thousand individuals on the Nielsen//NetRatings MegaPanel™. Each segment is assigned an index that benchmarks on-site behavioral segments versus broader behavior across the Web. This provides for a more accurate assessment of overall audience quality.

The score allows advertisers to understand the quality of audiences they reach using standardized third-party metrics from Nielsen//NetRatings.

Some examples of the ratings the Online Journal's "engaged investors" audience segment received are:

• This audience segment is 240 percent more likely to be interested in online trading sites, and 150 percent more interested in financial-news and information sites than the average Web user.
• This audience segment is more than 100 percent as interested in both airline and hotel sites than the average Web user.
• The group is 75 percent more likely to visit automotive sites than the average Web user.
• "Engaged investors" are more than 100 percent as interested in computer and consumer-electronics news sites as the average Web user.

According to Randy Kilgore, senior vice president, advertising, Dow Jones Online, the Audience Quality Certification program addresses a major issue central to behavioral targeting's success.

"We were an early adopter and champion of behavioral targeting from Revenue Science, and our advertisers have had great success with it," Mr. Kilgore said. "But since day one, there has been a demand for an independent, accepted measurement of audience quality. The ability for me to say that a particular segment of the Online Journal's audience identified because of its behavior is four times as interested in your category than the average Web user-according to Nielsen//NetRatings-is a huge positive that makes the sale easier on both sides."

"We've always been confident of the value we deliver to publishers and advertisers, but it's definitely a plus to get validation through a reputable industry leader like Nielsen//NetRatings," said Bill Gossman, president and CEO of Revenue Science. "Explicit quality scores are an enormous asset for The Wall Street Journal Online and all of our publishers to help defend the value of their audience from commoditization and confusion, and advertisers no longer have to worry about how audiences are created and defined by different sites because Audience Quality Certification measures all audiences against a common standard."

Revenue Science's Audience Quality Certification is fully automated and provides updated metrics to publishers on a monthly basis. In addition to The Wall Street Journal Online, it currently is being used by a majority of Revenue Sciences' premium publishers.

About Revenue Science, Inc.

Revenue Science, Inc. is the global standard in behavioral targeting. Revenue Science delivers the highest-quality audiences with the most effective reach online, increasing revenue for publishers and efficiency for advertisers. The company makes behavioral targeting easy with Audience Search™ technology to enable custom campaigns on the fly, powerful inventory management tools, and performance-based pricing that eliminates risk. Clients are leading Web publishers including Edmunds.com, ESPN.com, FT.com, KBB.com, MarketWatch.com, Reuters.com, The Wall Street Journal Online at WSJ.com, TheStreet.com, and Washingtonpost.Newsweek Interactive. Fortune 500 advertisers in the automotive, technology, telecommunications, healthcare, travel, and finance industries use behavioral targeting from Revenue Science. For more information, visit www.revenuescience.com.

About The Wall Street Journal Online

The Wall Street Journal Online at WSJ.com, published by Dow Jones & Company (NYSE: DJ; www.dowjones.com), is the largest paid subscription news site on the Web. Launched in 1996, the Online Journal continues to attract quality subscribers that are at the top of their industries, with 712,000 subscribers world-wide as of Q4, 2004.

The Online Journal provides in-depth business news and financial information 24 hours a day, seven days a week, with insight and analysis, including breaking business and technology news and analysis from around the world. It draws on the Dow Jones network of nearly 1,700 business and financial news staff-the largest network of business and financial journalists in the world. The Online Journal also features exclusive content, including interactive graphics on business and world news, and online-only columns about the automotive industry, technology, personal finance and more.

The Online Journal offers two industry-specific editions: the award-winning Health Industry Edition and the Media & Marketing Edition. The Health Industry Edition offers authoritative analysis, breaking news and commentary from top industry journalists. The Media & Marketing Edition is designed for professionals in the advertising, marketing, entertainment and media industries. Subscribers to both online editions also get access to the full content of the Online Journal.

In 2004, the Online Journal received several honors. The Online Journal was awarded a Codie Award for Best Online Business News Service, and its Health Industry Edition was awarded Best Online Medical Information Service for the second consecutive year. It also received an EPpy Award for Best Internet Business Service over 1 million monthly visitors. Also in 2004, it ranked in the Top 10 of BtoB's Media Power 50, joining The Wall Street Journal, which took the top position for the fifth consecutive year.

The Wall Street Journal Online network includes CareerJournal.com, OpinionJournal.com, StartupJournal.com, RealEstateJournal.com and CollegeJournal.com.

For Dow Jones & Company:
Nicole C. Pyhel
Dow Jones & Company
609.520.4057
nicole.pyhel@dowjones.com

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