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Sunday, August 17, 2003

Overture Bolsters Content Match Technology

Overture is beefing up the technology behind its Content Match advertising program through a licensing agreement with Quigo Technologies, a developer of contextual search solutions.

Quigo’s AdSonar advertising system will be used in conjunction with Overture’s own in-house contextual technology. AdSonar apparently gives publishers the option of a “human editorial setup” that allows them to define relevancy parameters and ‘teaches’ Quigo's “learning algorithms” which parts of each page – such as titles, categories, and sub-categories – should used to gather relevancy data.

The company has several interesting people on its management and executive teams, including a CEO with experience in developing AltaVista’s trusted feed program.

While contextual advertising is still a relatively new concept, it’s quickly gaining in popularity. This deal will bolster Overture’s ad serving technology and entice new advertisers at the same time – an important one-two punch as the company dukes it out with Google for more advertisers and affiliate sites.

Posted by Adam




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