Google Buys Sprinks from PRIMEDIA

Google Aquires Sprinks Advertising

Google, the Internet’s most popular search engine, has reached an advertising agreement with PRIMEDIA’s About.com where Google will be the sole provider of content based advertising on the PRIMEDIA channels. In the deal, Google will also aquire PRIMEDIA’s Sprinks, the pay per click advertising network, which serves About.com and numerous third party distribution partners.

s part of the deal, Google will become the exclusive provider of contextually targeted and search advertising across About.com, the Web’s largest content site, and most of PRIMEDIA’s Consumer Media and Magazines Group (”CMMG”) websites. The deal extends the reach of Google’s base of more than 150,000 advertisers to the targeted audiences served by About.com’s 450 topic-specific Guide Sites that cover more than 10,000 topics and the CMMG 127 targeted magazine-related sites.

PRIMEDIA’s Chairman Dean Nelson comments “We realized early that contextual advertising had great potential across the Internet and on our content sites in particular. We partnered with Google because their vast base of advertisers will allow us to accelerate the benefits of contextual advertising across our Internet sites and enable us to more effectively monetize our website traffic than we could with Sprinks alone.”

Google’s acquisition of Sprinks can be also seen as another step in expanding Google’s contextual AdWords program, AdSense, to a localized targeting ad solution. Sprinks has a localized media content advertising channel, Local Sprinks, that has tested this new geographic specific targeting solution.

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