BBC uses behavioural targeting across non-UK sites

BBC.com has begun to offer behavioural targeting across its global sites outside the UK.

One of the largest sites to embrace the technology, with 26m users outside the UK, it’s working with behavioural targeting specialist Audience Science to collect and analyse data on users visiting its sites to serve them more relevant advertising.

The move was revealed in new media age in November as the BBC’s commercial arm investigated plans to boost ad revenues.

It follows BBC Worldwide’s implementation of behavioural targeting across its portfolio of UK magazine sites, such as Radio Times and Top Gear, last month (nma 26 March 2009).

The BBC Trust gave the green light for advertising to run across BBC.com in 2007.

Audience Science has deals with publishers including The Economist, Teletext and Guardian News & Media.

A BBC Worldwide spokeswoman said, “We’re working with Audience Science to offer behavioural targeting across BBC.com. We have information available for users on our privacy policy and details of how to opt out.”

This story first appeared on newmediaage.co.uk

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