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Wednesday, December 17, 2003

Kanoodle Moves Closer to the Big League

Second-tier pay-per-click search service Kanoodle.com has closed a round of VC funding while welcoming new execs to its ranks, notably Lance Podell, former general manager of Primedia-owned Sprinks (recently acquired by Google).

Podell's contacts and experience, along with the funding and the decision to open a new office in New York, seem likely to open new doors for Kanoodle. Sprinks has had strong New-York-based agency advocates who have, in the past, introduced some larger publishers and advertisers to the benefits of a second-tier pay-per-click service (as long as that service suits their needs and offers a strong ROI). It seems likely that this scenario will play out again, and that some new advertisers and new publisher partners may be convinced to sign on with Kanoodle. For this to happen, Kanoodle, as with others in the second tier, will need to redouble its efforts to police the quality of its publisher partners, and do more to assist advertisers with understanding process of post-click tracking.

And we can only hope that something is done about that name. With an infusion of talent from the likes of "Sprinks," though, and with the industry leader being called "Google," we're not holding our breath.

Posted by Andrew Goodman




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