Bits & Bytes for September 15, 2004

Yahoo Finance Debuts Weekend Edition

Yahoo Finance has rolled out a Weekend Edition, a new site section to be published on Friday evenings. The portal said it hoped the new edition would be an appealing ad vehicle for companies outside the finance and investing verticals.

“This package presents an exciting opportunity for advertisers hoping to reach an affluent and engaged audience of educated professionals who are early adopters of new products and technologies,” said Richard Kosinski, category leader for business and finance advertising on Yahoo

Weekend Edition will focus on lifestyle-related finance content, some of which will come from publisher partners The Wall Street Journal Online, BusinessWeek and Forbes. The portal said the section would also contain information from other Yahoo network properties, such as a Fare-Finder from Yahoo Travel and “Most Viewed Sports Cars from Yahoo Autos.”

The company will hold a reception next month to introduce the section to potential advertisers.

Google Upgrades Local Search Functions

Google introduced several upgrades to its local search service. Enhancements on Google Local include a cleaned-up design, maps on results pages that geographically pinpoint businesses, more comprehensive results, and improved precision via new relevance technology.

“Google Local achieves this level of relevance by searching restaurant reviews and other related Web pages, in addition to business listings,” the company said in a statement.

Google also made some changes to its Alerts service. Users can now log in to manage alert preferences, which let them specify whether to receive mail in HTML or text format. In the case of its HTML alerts, Google will now be able to track open rates. Additionally, they can elect to receive alerts for news items, Web pages or both.

EFFIE’s to Award Web Campaigns

Internet-only ad campaigns will qualify for next year’s EFFIE Awards for advertising effectiveness. The New York American Marketing Association, which puts on the EFFIE’s each year, revised its rules to make Web-only campaigns eligible for award recognition in approximately 50 categories.

Additionally, next year will see the introduction of a new “Integrated Marketing Communications” category, for campaigns using numerous media channels to deliver their message. To qualify, these efforts must deploy more than two communication channels.

The entry deadline for the 2005 competition is Friday, October 22. The special entry deadline date for the new integrated media category is November 5.

eXact Acquires Rawhide

eXact Advertising, owner of a desktop advertising network, has acquired Rawhide Search Solutions. The purchase adds paid inclusion, natural search and analytics tools to eXact’s existing contextual marketing products. The company said its move was part of an overall strategy to “roll up a series of performance-based Internet marketing companies, emerging as a mature leader in Internet marketing solutions.”

eXact’s client list includes Cingular Wireless, Merck, Panasonic, Time Warner, SBC and Citibank.

“This acquisition instantly gives us the tools to drastically improve our customers’ search engine marketing effectiveness while catapulting us to a leadership position within the search marketing services sector,” said eXact CEO Will Margiloff.

Behavioral Targeting Network Hits Milestone

24/7 Real Media’s behavioral targeting network, 24/7 On Target, has amassed over 45 million monthly unique users, according to July data from ComScore Media Metrix. 24/7 On Target is deployed through parts of the 24/7 Web Alliance ad network of 800 Web sites. It uses the company’s Web analytics product, Insight XE, and its targeting software, Insight ACT, to track and serve ads to consumers based on their online behavior.

“We intend to build 24/7 On Target into the largest behaviorally targeted vehicle on the Internet, and to set the standard for behavioral targeting from a size and relevance standpoint,” said David Hills, president of media solutions for 24/7 Real Media.

24/7 Web Alliance publishers participating in the launch of 24/7 On Target include,, RagingBull,, CCH’s, CMD Sports, and Angelfire.

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