Interchange and YellowPages.com pair up on local search advertising
28 May 2004
YellowPages.com and Interchange Corp have formed a partnership aimed at offering local advertisers a one-stop solution to the search marketplace.
The private-label partnership between YellowPages.com and Interchange Corp will combine bid-for-keyword cost-per-click (CPC) paid search technology and distribution network of Interchange with YellowPages.com's brand name, traffic volume, and existing directory of advertisers.
The service, called YPclicks is available now at YellowPages.com. It will be powered by Interchange's Keyword DNA local search technology, which will create campaigns for advertisers on the YellowPages.com website in addition to Interchange's Search Distribution Network.
YellowPages.com will also have access to Interchange's ePilot paid search network of advertisers, whose text ads will be displayed on YellowPages.com by Keyword DNA.
"Interchange is an important next step in our product offering. It allows YellowPages.com to provide more targeted search results for users and allows advertisers to pay only for potential customers that click on their ad," Dane Madsen, president and CEO of YellowPages.com, said.
There are an increasing number of interactive Yellow Pages (IYP) providers on the internet and the number of sites available is thought to deter some local advertisers. A high profile partnership between two large internet firms may help boost local search advertising levels.
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