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Revenue Science First to Deploy Mobile Behavioral Targeting in Japan

NEW YORK (September 24, 2007) — Revenue Science, Inc., offering the most widely adopted, powerful, and flexible targeting platform for digital media, today announced that in conjunction with mediba, one of the largest mobile web portal operators in Japan, Revenue Science will offer behavioral targeting services to advertisers on mobile phones in Japan. This new service will be available in the fall through a partnership between mediba, Revenue Science, and Digital Advertising Consortium (DAC). This is an important step in moving behavioral targeting beyond the desktop to content on mobile devices.

mediba will create audience segments using the content categories on KDDI's "au one" Portal (e.g. Auto, Games, and Music) and will distribute behaviorally targeted ads to news and search results pages. Advertisers will be empowered to deliver a highly relevant ad to members of that audience segment, defined by consumers' online activity, at the right time, regardless of where they are surfing the web on their mobile device.

This venture has enormous potential for advertisers because the number of mobile phone subscriptions in Japan exceeded 100 million in January and, with a total population of roughly 127 million, mobile phones have penetrated the Japanese culture at a staggering rate of 78%. The Japanese use mobile phones for a wide variety of purposes, such as banking, purchasing items from vending machines and watching video. The most frequently used function is browsing the Internet, and this has opened the door for behavioral targeting.

Revenue Science is the behavioral targeting leader globally as well as in Japan, with clients such as NIKKEI Digital Media, iMediaDrive and other major online publishers, and the company is now merging Internet and mobile technology.

"As mobile media consumption increases throughout the world and audiences become more fragmented, advertisers will need to reach users and the mobile device will be a key outlet for advertisers to sell their brand and their product," said Toshifumi Tsukada, CEO, at mediba.

"With mobile behavioral targeting, we can achieve better audience creation and segmentation by providing advertisers with a more distinct approach to reaching consumers," said Hirotake Yajima, CEO at DAC.

"The US market is neither as advanced from a user adoption perspective, nor as homogeneous from a network infrastructure view. We chose Japan as our entry point because of the consistency of the networks and the massive user adoption. Revenue Science is proud to be partnering with mediba, and DAC to provide the first mobile targeting platform in Japan," said Bill Gossman, CEO at Revenue Science. "This forward-thinking use of our technology reflects the way the Japanese market has embraced behavioral targeting and we look forward to bringing this unique service to our clients in the UK, Europe, and the United States."

About Revenue Science, Inc.
Revenue Science offers the most widely adopted, powerful, and flexible targeting platform for digital media, worldwide. Using the most advanced behavioral targeting capabilities available today, the Revenue Science Targeting Marketplace manages more than 1 billion behaviors a day with access to over 100 million unique internet users, and makes them accessible to marketers and publishers to connect with an engaged audience. With clients like AOL.com, ESPN.com, Financial Times, Gannett, Jumpstart Automotive Media, New York Times Digital, NikkeiNet, Reuters.com, The Guardian.co.uk, Univison.com, Wall Street Journal Digital, and WashingtonPost.Newsweek Interactive, Revenue Science serves more behaviorally targeted ads than any other company. For more information, please visit www.revenuescience.com.

For Revenue Science, Inc.:
Tom Faust
Stanton Crenshaw Communications
646.502.3513
tom@stantoncrenshaw.com

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