Kontera launches ContentLink

Online ad platform Kontera has rolled out a new platform that will allow for regional targeting of in-text ads placed with their site. Marketers can now target by area code, city, state and even demographic area.

by Kristina Knight

Called ContentLink Local, the platform will make it easier for local businesses to advertise on the Web.

"A contextually relevant keyword. . .is discovered in real-time on a web page from within Kontera´s vast network of publishers, and is automatically turned into a link to the most relevant ad from among Kontera´s thousands of advertisers," was written on the Kontera website.

Here is how Kontera's overall platform works. Online content is scanned and analyzed by the server and aggressively updates ad-tagged keywords according to the webpage content. When a user mouses over that content, an overlay ad opens. That ad can be video, rich media or display text and can also hold relevant content from other pages on that site.

"[Advertisers are] looking for additional reach, and the opportunity to have their branding creative associated with the content of the page - since that's where people are spending most of their time," said Bryan Everett, Kontera senior vice president of sales and business development.

The platform utilizes cost-per-click pricing and has a transparent client list. Kontera beta-tested the platform earlier this year and received favorable results for local businesses in the Los Angeles area.