Dow Jones Distribution Deal a New Feather in Kanoodle’s Cap
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Written By Reprise Media | April 11, 2006 | Share This
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Online advertising network Kanoodle has renewed their commitment to serve sponsored links on Marketwatch.com, according to ClickZ, and they’ve also scored a distribution deal with Marketwatch parent Dow Jones, outmuscling previous partner Yahoo!
This means that Kanoodle’s contextual ads will appear on Dow Jones held sites, including - deep breath - The Wall Street Journal Online (WSJ.com), its nominally separate online editorial page (OpinionJournal.com), CareerJournal.com, StartupJournal.com, RealEstateJournal.com, CollegeJournal.com and Barron’s. ClickZ cites a “source close to the matter” who says that losing WSJ.com wasn’t a terribly big deal for Yahoo!, but we imagine Kanoodle is pretty pleased.
Kanoodle is one of the ‘net’s oldest contextual ad networks, and their system works somewhat differently than Yahoo!’s or Google’s. Rather than simply serving ads based on page content alone, Kanoodle classifies adds using a comprehensive 15,000-category taxonomy, and provides the option of targeting ads demographically, behaviorally and geographically.
Says Kanoodle CEO Lance Podell, “Ultimately, we look to create highest yield…That has resonated and generated continually higher yield, which wins you business.”
Related: 5 Questions with Lance Podell
Topics: Advertising: Contextual |