Kanoodle today launched its own entry into the self-service sponsored links arena, hoping to get small publishers to display contextual ads from its network.
BrightAds, like Google’s AdSense and FindWhat’s recently launched AdRevenue Xpress, is designed to let smaller publishers use a self-service interface to post sponsored links from advertisers on their sites. Kanoodle gives publishers a 50-percent share of the advertiser’s bid for every click from an ad on their site.
While Google displays its ads based on a page’s keywords, both FindWhat and Kanoodle use pre-determined categories to deliver relevant ads for each site. Kanoodle believes this approach results in the most relevant ads because it eliminates keyword mapping challenges, and ensures the ads on a page are at least generally related to its content.
"BrightAds combines the scalability of dynamic targeting with the integrity of editorial review," said Doug Perlson, SVP and general manager of Kanoodle. "It’s not about keywords on a page. We look at the page in context, and use its content and editorial decisions to serve the most relevant ads."
Kanoodle’s context- and behavioral-targeted sponsored links have previously been distributed on larger sites, including CBS MarketWatch.com, MSNBC.com and USAToday.com. Its keyword-targeted product for search result pages has been distributed by sites like CNET’s Search.com and InfoSpace’s search properties.
Publishers join the BrightAds network by filling out an online application and then selecting the topics that are most relevant to the content appearing on their site. Kanoodle has developed a process for a member of its editorial team to review the site and determine its general focus, then confirm or change the relevant topics.
At the initial review, editors also check to see that the site is suitable for Kanoodle’s network. Since advertisers have been accustomed to their ads appearing on top-tier sites, sites in the BrightAds program will be screened to maintain a high level of quality, Perlson said.
"We’re very selective about who we’re letting in. We have very high-quality advertisers, and we only approve high-quality publishers," he said. "We’re very sensitive to the needs of publishers, but it also has to make sense for our advertisers."
Publishers generally will have to wait three days for their application to be approved. At that point, they need to choose an ad size and put a line of code on each page where ads will appear. Kanoodle offers publishers a variety of ad units, which can be further customized to match the look and feel of the site.
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Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
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