Wall Street Journal sharpens ad aim

The Wall Street Journal Online, a unit of Dow Jones & Co., is touting technology that is designed to send ads to readers based on their behavior on the site. The company said it is using Revenue Science's Switched-On Audience Select revenue-maximization service, combined with traditional targeting data such as demographics, in order to with specific ads.

For example, a company hoping to advertise to technology enthusiasts--defined, say, as people who visit the Journal's technology page five times a week--could expose those people to specific ads over a certain period of time, even when they visit sections of the site other than technology.