Search Ads Meet User Tracking

By Matthew Hicks  |  Posted 2004-05-25 Print this article Print
  partners with 24/7 Real Media to bring behavioral tracking—an increasingly popular way of targeting online ads—into the paid search market.

Paid search listings are joining with the trend of tracking the behavior of Web site visitors to deliver more targeted online advertising. Inc., a smaller provider of sponsored listings on a network of Web sites, plans in the second quarter of the year to launch a new service called BehaviorTarget. The service will integrate technology from 24/7 Real Media Inc. that anonymously tracks and analyzes user behavior and allows advertisers to target Kanoodle-sponsored listings to specific segments of users, the companies announced Monday.
Based in Amherst, N.Y., competes with Google Inc. and Yahoo Inc.s Overture Services in selling sponsored listings that are triggered by keywords from search queries or from an analysis of the content of a Web page.
But it is one of the first to use an increasingly common method for targeting graphical ads, called behavioral tracking, for paid listings. Click here to read more about Kanoodle.coms plan to take on big players such as Google. President Lance Podell, in a statement, called BehaviorTarget "the next innovation in sponsored links since contextual targeting." The technology from 24/7 Real Media is called Insight XE, and the company already has been adding it to its networks of more than 700 Web sites. New York-based 24/7 Real Media expects the technology to reach 50 million unique users a month by the end of the second quarter. Among Kanoodle.coms Web site partners are Inc., and InfoSpace Inc. Check out eWEEK.coms Enterprise Applications Center at for the latest news, reviews and analysis about productivity and business solutions.

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Matthew Hicks As an online reporter for, Matt Hicks covers the fast-changing developments in Internet technologies. His coverage includes the growing field of Web conferencing software and services. With eight years as a business and technology journalist, Matt has gained insight into the market strategies of IT vendors as well as the needs of enterprise IT managers. He joined Ziff Davis in 1999 as a staff writer for the former Strategies section of eWEEK, where he wrote in-depth features about corporate strategies for e-business and enterprise software. In 2002, he moved to the News department at the magazine as a senior writer specializing in coverage of database software and enterprise networking. Later that year Matt started a yearlong fellowship in Washington, DC, after being awarded an American Political Science Association Congressional Fellowship for Journalist. As a fellow, he spent nine months working on policy issues, including technology policy, in for a Member of the U.S. House of Representatives. He rejoined Ziff Davis in August 2003 as a reporter dedicated to online coverage for Along with Web conferencing, he follows search engines, Web browsers, speech technology and the Internet domain-naming system.

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