ContextWeb Starts Content Listings Platform

Share this content:
The contextual paid listings market gets a new player today with the launch of ContextWeb's contextual advertising platform.


ContextWeb boasts that its ContextAd solution provides more relevant listings through a methodology that combines aspects of keyword-matching technology and categorization in real time. Advertisers bid on buckets of keywords within categories.


ContextAd competes with Google and smaller players like Kanoodle, Quigo and IndustryBrains in the evolving market for targeted performance-based advertising that many publishers are using instead of low-priced run-of-site ads.


The New York-based startup secured $3 million in first-round venture financing led by Draper Fisher Jurvetson Gotham Ventures.


Anand Subramanian, CEO of ContextWeb, notes that paid search is on pace to produce $2.6 billion in sales this year, despite search engines representing just 3 percent of the Internet's Web pages.


"It only makes sense to believe the remaining 97 percent is a much bigger opportunity," he said.


Google hopes to expand its reach as the Mountain View, CA, search giant has aggressively promoted its AdSense contextual ad program that has become nearly ubiquitous on the Internet in just 18 months.


Despite its success, Subramanian claimed AdSense serves too many untargeted ads through its pure reliance on keyword-matching technology. This approach could lead to a story about prison abuses at Abu Ghraib in Iraq producing ad links from handcuff sellers, he said. (Many AdSense publisher sites have filters to display public service ads on Web pages with sensitive content.)


ContextAd is an expansion for 12-employee ContextWeb, which has licensed its technology since it was founded four years ago. Search providers FindWhat.com and Ah-ha.com are customers.


"Any good media business requires technology to succeed," Subramanian said. "If you're just a pure technology play, chances are you'll get marginalized."


ContextWeb is displaying ContextAd listings through ad networks FastClick and MaxWorldwide.


Contextual listings, though still a small market, are expected to expand greatly. U.S. Bancorp Piper Jaffray last November forecast the contextual listings market would expand from $300 million in 2004 to $1.4 billion in 2008.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here