Search Ads Meet User Tracking

Kanoodle.com 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.

Kanoodle.com 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., Kanoodle.com 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.

/zimages/4/28571.gifClick here to read more about Kanoodle.coms plan to take on big players such as Google.

Kanoodle.com 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 MarketWatch.com Inc., MSNBC.com and InfoSpace Inc.

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