Kanoodle launches behaviour- targeted sponsored links
25 May 2004
Kanoodle, provider of sponsored links for both search and content, and 24/7 Real Media have joined forces to launch a behaviour-targeted sponsored links product.
Under the new deal, Kanoodle will license the Insight XE web analytics platform from 24/7 Real Media.
Insight XE will allow Kanoodle to track user behaviour on participating publishing sites and, in addition, Kanoodle will share audience data with the 24/7 Web Alliance ad network of 700 Web sites.
"BehaviorTarget is the next innovation in sponsored links since contextual targeting, and a real win for advertisers and publishers," said Lance Podell, president of Kanoodle.
"24/7 Real Media's superior technology combined with their innovative behavioral targeted network offering model, makes them the ideal partner for BehaviorTarget. Kanoodle now offers advertisers the most targeting choices for their sponsored links campaigns."
The first of its kind available to advertisers and publishers, the BehaviorTarget network is set to launch next month. Kanoodle will compile anonymous user profiles, based on traffic to its own publishing sites and through anonymous user data supplied by Web Alliance sites, to serve relevant pay-per-click advertising. For example, an automotive advertiser will be able to target anonymous customers who have read new car reports in the last 30 days.
The new behaviourally targeted audience base will cover an estimated 50 million unique users per month by the end of the second quarter, making it the third largest behaviorally targeted audience on the internet.
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