Ask.com to Launch Contextual Network
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Written By Kate Zimmermann | April 26, 2007 | Share This
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Yesterday the IAC announced that Ask Sponsored Listings will launch its own contextual advertising product. Search Engine Land has the details,
“Current Ask Sponsored Listings advertisers will be automatically opted into the contextual network, but will have the option of opting out before the product launches. In addition, advertisers will be able to preview the features and controls they have, prior to the launch date. The advertiser controls will be separated; there will be unique bid prices for contextual ads as well as unique, separate reporting tools, and referrer blocking.
“The publishers will have two unique features that are not currently available in the Google AdSense and Yahoo Publisher Network. Publishers will be able to set “page yield thresholds” and set “relevancy thresholds.” There will be levers to allow publisher to determine if they want higher paying ads or if they want more relevant ads with these levers. In addition, the ads will be unique from that of Google and Yahoo ads. Ask told me that they will allow “very customized” interfaces for the contextual ads; such as customized backgrounds and graphics.”
Read the full press release: IAC Advertising Solutions Announces Contextual Advertising Product.
Ask’s network will presumably be supplemented initially by ads from an outside partner, until the Ask network is robust enough to stand on its own. Facing stiff competition from Google and Yahoo, though, it may be difficult for Ask to sign on lucrative publishers and advertisers. According to the Ask blog, their contextual product is superior to their competitors’ because,
- “It gives publishers more control over yield and relevancy
- It gives publishers more creative ad unit opportunities
- It allows both advertisers and publishers more control over where and what ads are displayed”
In light of media criticism about ads “profiting” from tragedies, Ask’s content control mechanisms might win initial favor. As Mashable points out, however,
“Added transparency might win over the paranoid, but ultimately the battle for contextual will come down to who pays the most, and matching Google’s massive advertiser reach will be a challenge for Ask.com.”
Topics: Advertising: Contextual, Advertising: Online, Ask.com, Search: News |