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BizReport : Blogs & Content archives : November 17, 2008

Kontera to serve in-text ads to blogs, content sites

In-test advertising solution Kontera is partnering with PubMatic and ScribeFire to offer in-text ads to bloggers and online publishers. Kontera will analyze the publishers' content to highlight relevant keywords.

by Kristina Knight

The keywords can be found on a page, in a blog or widget and are matched in real-time to relevant ads. Consumers then mouse over the double underlined keywords to display a ContentLink, or contextually relevant ad.

"Today more than ever, publishers are looking to increase revenue, but don't necessarily want to manage a new relationship with another advertiser service provider," said Mathew Haugen, VP Business Development, Kontera. "This new partnership with ScribeFire and PubMatic, the first two of several in the pipeline, will enable adding an incremental revenue stream without adding any additional work for publishers."

According to Kontera's own research, ContentLinks create higher engagement rates than other pay per click ads. Kontera also reports higher click through rates when ContentLinks are compared to Google's AdSense program.

For marketers the system is a simple one-click implementation to monetize blogs and content sites.

"Today, bloggers are looking for more opportunities to monetize their blogs," said Patrick Gavin, founder and President of ScribeFire. ". . .We're among the first ad platforms to offer publishers the ability to run both high ROI in-text advertising as well as fully optimized banner ads. Contextually relevant ads will generate revenue for thousands of ScribeFire-powered publishers."

Tags: contextual targeting, Kontera, pay-per-click ads

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