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 Kanoodle.com, the search player will provide its content-targeted sponsored links to MarketWatch.com .

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 MarketWatch.com.

MarketWatch.com 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.

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

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

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.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...