LookSmart releases contextual ad serving optimization

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LookSmart, an online advertising and technology company, has announced the launch of a contextual ad serving and optimization offering in the company's AdCenter.

The release makes LookSmart the only company to offer publishers a private-labeled platform from which they can develop and grow relationships with advertisers and preserve any other ad network relationships.

"With the addition of contextual, LookSmart is the only company to offer publishers a comprehensive, private-labeled platform from which they can grow their commerce and relationships with advertisers," said Dave Hills, president/CEO of LookSmart, San Francisco, CA.

"Publishers who use our ad center benefit by having more direct control placed in their hands," he said. "Plus, it's a white label. It's their brand."

The platform provides control over the relevance of the matched ads and the presentation of those ads on a publisher's site. The technology behind the contextual capabilities analyzes a page's content to determine the relevant topics for ads, serving a more relevant ad to the visitor and helps improve ROI for advertisers.

LookSmart's AdCenter for Publishers now includes search and contextual ad serving; ad "backfill" capabilities; high-yield-focused ad serving algorithms; advertiser and publisher APIs; and robust reporting.

"Publishers can now control all aspects of their ad serving from one platform providing them total control over pricing, terms and conditions, branding towards advertisers and so on," Mr. Hills said. "Ultimately, all this drives revenue and yield by providing advertising customers with a highly effective environment."

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