Close
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications

    B2B Publisher Enters Search Ad Market

    By
    Matthew Hicks
    -
    August 6, 2004
    Share
    Facebook
    Twitter
    Linkedin

      SAN JOSE, Calif.—A joint venture backed by a century-old directory publisher is adapting one of the newest forms of online advertising to the industrial-products market.

      ThomasB2B.com LLC on Monday will announce the beta launch of its paid-search service that targets sponsored listings to the business-to-business market, company president Dan Savage said during an interview this week at the Search Engine Strategies conference here.

      The New York companys goal: to offer a vertical industry alternative to the broad paid-search services from Google Inc. and Yahoo Inc.s Overture Services.

      The ThomasB2B.com service lets advertisers bid for top positioning in sponsored listings based on 20,000 specific industrial-product categories rather than on broad keywords, Savage said.

      In the beta service on the ThomasB2B.com site, the paid listings appear atop relevant search results pulled from directory information on companies in 29 countries and seven languages.

      The service follows the pay-per-click model of most search-based advertising but charges a higher minimum fee of 25 cents per click because the ads are more targeted, Savage said.

      /zimages/2/28571.gifWhat about local paid search? Click here to read more about how Overture joined Google in geographically targeting ads.

      The launch of ThomasB2B.com points to an emerging trend of more specialized pay-per-placement ad services. In June, startup Quigo Technologies Inc. launched a contextual ad service focused on niche markets such as the health, beauty and fitness, travel and education industries. Other specialized search engines, such as Business.com Inc., have embraced the pay-per-click model.

      “In general, were seeing more and more of these vertical sites for search selling their own advertising,” said Danny Sullivan, editor of Search Engine Watch.

      /zimages/2/28571.gifTo read more about the growth of specialty search engines, click here.

      ThomasB2B.com plans a full release of its service in September and is working to expand the network of B2B sites running the search-based ads, Savage said.

      “Our challenge is working with people that weve competed with in the past,” Savage said. “A lot of competitors in the catalog and trade magazine space are our natural customers.”

      ThomasB2B.com is a joint venture of Thomas Global Register LLC.—a division of publisher Thomas Publishing Company LLC that produces online industrial-product directories—and paid-search provider FindWhat.com Inc.

      The new service was built using FindWhat.coms private label program, which allows companies to use FindWhat.coms technology and services to build their own paid-search programs.

      FindWhat.com created its private label program in 2002 in anticipation of more businesses creating their own pay-per-click ad programs to address specific industries and markets, said Craig Pisaris-Henderson, chairman and CEO of the Ft. Myers, Fla., company.

      Other customers of the private label program include portal Lycos Inc., directory provider Verizon SuperPages.com and Japanese conglomerate Mitsui & Co. Ltd.. This week, FindWhat.com also announced a deal with one of Canadas largest telephone directory companies, Yellow Pages Group Co.

      /zimages/2/28571.gifCheck out eWEEK.coms Enterprise Applications Center at http://enterpriseapps.eweek.com for the latest news, reviews and analysis about productivity and business solutions.

      /zimages/2/77042.gif

      Be sure to add our eWEEK.com enterprise applications news feed to your RSS newsreader or My Yahoo page

      Matthew Hicks
      As an online reporter for eWEEK.com, 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 eWEEK.com. Along with Web conferencing, he follows search engines, Web browsers, speech technology and the Internet domain-naming system.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.

      MOST POPULAR ARTICLES

      Latest News

      Zeus Kerravala on Networking: Multicloud, 5G, and...

      James Maguire - December 16, 2022 0
      I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
      Read more
      Applications

      Datadog President Amit Agarwal on Trends in...

      James Maguire - November 11, 2022 0
      I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      IT Management

      Intuit’s Nhung Ho on AI for the...

      James Maguire - May 13, 2022 0
      I spoke with Nhung Ho, Vice President of AI at Intuit, about adoption of AI in the small and medium-sized business market, and how...
      Read more
      Applications

      Kyndryl’s Nicolas Sekkaki on Handling AI and...

      James Maguire - November 9, 2022 0
      I spoke with Nicolas Sekkaki, Group Practice Leader for Applications, Data and AI at Kyndryl, about how companies can boost both their AI and...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×