Innovation Launches Domain Monetization Service

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Online performance marketing firm Innovation Interactive is expected to debut a domain management and monetization service today called SiteParker.

The service will compete in the "parked domain service" space, which refers online users to domains related to the term they typed in their Web browser. Innovation Interactive, New York, says it differs from competitors because it is based on the company's own search technology.

SiteParker allows domain name holders to use a set of algorithms based on key templates, click through rates and cost per click rates to render the highest page yield for the domain owner, according to the company.

A user who types in "fancyflowers.com" in their Web browser views a site listing several domains and offers. With Innovation's technology, "FancyFlowers.com" lists Web site results with promotions like "FTD Flowers-Same Day Delivery-10 percent off".

"We think we're entering the market at a great time...to help these owners of domains make a lot more money from domains than they have before," said Will Margiloff, CEO, Innovation Interactive.

Innovation's program gives 70 percent of the revenue generated to the Web site owner.

The service has been tested since September across 20,000 domains. The sites have demonstrated 20 times the industry click rate average, according to Mr. Margiloff.

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