Virgin implements behavioural ads across portal

Virgin Media has embraced behavioural targeting across its portal and has appointed behavioural targeting firm AudienceScience to collect data and create segments based on user behaviour across its site, which includes sections like travel, shopping and music.

Visitors will receive relevant ads based on the anonymous data collected by AudienceScience. The firmís tags have been implemented across Virgin Mediaís site to build audience segments. attracted 6.5 million unique users last month, according to Nielsen.

Virgin Media said, "weíve signed an agreement with AudienceScience to explore and develop our audience segmentation capabilities on The solution will enable us to deliver relevant advertising to groups interested in similar topics, such as a haircare ad for visitors who recently searched for Britainís Next Top Model or offers from Eurostar for users browsing hotels in Paris."

For its television services Virgin Media is still reviewing whether to move forward with a trial with targeting firm Phorm.