MarketWatch Taps Kanoodle for Contextual Listings

  |  January 7, 2004   |  Comments

Kanoodle's adoption of the Sprinks contextual model wins it a client.

In a major client win for, the search player will provide its content-targeted sponsored links to .

Under the deal, the financial publisher will use Kanoodle's contextual listings product, ContextTarget, to deliver ads on its MarketWatch and BigCharts Web properties.

MarketWatch is the first company to use ContextTarget, making today the product's official launch. The publisher said it wanted to steer clear of a keyword-based solution for sponsored listings, which it feels is a less than ideal companion to its real-time business news content. Kanoodle's model lets advertisers link their listings to categories, which publishers map their sites to. Both Google and Overture, the leaders in the search space, use technology to determine what ads match the content on pages.

"We believe that our editorial pages require a unique solution rather than an extension of a keyword search," said Bill Bishop, EVP and general manager of is a former client of Sprinks, which was acquired by Google. Kanoodle last month hired three former Sprinks executives let go in the merger. The hires took place around the time the company secured a new round of venture capital funding.

The client win adds two prestigious sites to Kanoodle's distribution network-at-large, which includes search and publisher properties like Dogpile, Metacrawler, WebCrawler, CNET, and Galaxy. More importantly, it means Kanoodle's ContextTarget launches with immediate caché among financial industry advertisers.

" is the best partner to anchor our finance vertical," said Lance Podell, president of's content division. "Adding the quality and volume of their audience makes ContextTarget a 'must buy' for financial services advertisers."


Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.