Search and technology provider Lycos, a subsidiary of Daum Communications Corp. in South Korea, is partnering with AlmondNet to distribute its paid search ads.
AlmondNet, a media and ad technology firm in New York, will distribute Lycos' InSite AdBuyer paid search ads throughout its Post-Search network. The network delivers ads to consumers on Web sites based on their recent search queries.
“Lycos is providing its advertisers with an additional distribution channel and the opportunity to reach their target audience with less competition,” AlmondNet founder/CEO Roy Shkedi said.
Consumers spend less than 5 percent of their time on search engines and about 95 percent on Web sites, Shkedi said, so AlmondNet's technology targets consumers where they are online.
“Post-Search offers consumers the advantage of viewing online ads relevant to the products and services that they're interested in most,” he said.
If consumers recently searched for car insurance on a search engine, they will see car insurance-related ads when they visit a sports site, a news site or any other content site.
AlmondNet's technology uses anonymous cookies that do not gather personally identifiable information and offers consumers an opt-out link within ads delivered via Post-Search.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters