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BizReport : Advertising archives : April 08, 2008

Kontera enters ad partnership with Microsoft, LinkedIn

Using Kontera's contextual ad technology, Microsoft will begin delivering relevant ads to IT users in the LinkedIn Answers program. When a user logs in and asks a question, Kontera's technology will analyze the content delivered and offer relevant Microsoft product links.

by Kristina Knight

The links will be delivered in a custom designed ad unit.

“Kontera’s contextual analysis technology enables us to deliver highly relevant information to the end user – with this implementation – relevant content from Microsoft’s TechNet database,” said Bryan Everett, SVP of Sales & Business Development for Kontera.

Kontera's platform analyzes the content on a web page before delivering any type of ad to ensure that only the most relevant ads are seen by consumers. By clearing out the ad space in this way, advertisers have a better chance at actually engaging the consumer. Because the ads delivered are contextually relevant to the content on the page it is more likely that a marketer could convert a researching consumer into a buying consumer in a shorter amount of time.

Earlier this year, Kontera launched an in-text ad unit for content, video and pictures. When a consumer hovers the mouse over a text link, relevant content - ads, articles and other information - are delivered to the consumer.

Tags: contextual targeting, in-text ads

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