AdValiant Debuts Online Contextual Ad Tool

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Performance marketing network and interactive agency AdValiant, New York, launched an online contextual advertising tool yesterday that lets marketers deliver relevant ads and content when users scroll over key words.

Executives with AdValiant, a division of Dialogue Group Inc., said the AdVario suite can target either key words within content on the page or against user behavior, letting marketers quickly alter ad campaigns.

For example, a small contextual ad for online car loans appears when a user scrolls over underlined phrases such as "car purchase" on Marketers also could prompt Web users to sign up for e-newsletters or fill out an application, said Jivan Manhas, managing director of AdValiant.

"You can scroll over the key word or key phrase," Manhas said. "It's not a pop-up, and you're not getting e-mail you didn't ask for."

Peter Bordes, CEO of AdValiant, said this kind of targeted, contextual advertising is needed for Web publishers to compete with search engines.

"While Web marketers have funneled an increasing amount of money into performance campaigns, the vast majority of this money has been directed to search engines, not to Web publishers," Bordes said.

"AdVario empowers publishers who want to more directly market against their content and build new revenue streams," according to a statement from AdValiant.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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