Kanoodle and 24/7 Real Media Partner to Launch BehaviorTarget

Kanoodle and 24/7 Real Media announced today that they have joined forces to release BehaviorTarget, a behaviorally- targeted sponsored links product.

Kanoodle, provider of sponsored links for both search and content, will license Insight XE analytics platform from 24/7 Real Media. Moreover, it will have access to the company’s PPC sponsored links to audience metrics.

The first of its kind available to advertisers and publishers, BehaviorTarget will allow Kanoodle to track and analyze user behavior throughout its network of publishers. By analyzing behavior activity, Kanoodle can identify and subsequently build audience segments. Advertisers will benefit because they will have the opportunity to target sponsored link campaigns in order to reach customers based on previous Internet behavior.

BehaviorTarget joins Kanoodle’s other ad products–Keyword Target and ContextTarget, both in which allow advertisers to control their sponsored links campaigns. It is slated to launch in the second quarter of 2004.

In a Kanoodle press release, company president Lance Podell stated that “BehaviorTarget is the next innovation in sponsored links since contextual targeting, and a real win for advertisers and publishers.”

And rather than appearing on search results pages, the new BehaviorTarget links will show on content pages. According to Kanoodle, this will prevent user confusion.

Although Kanoodle’s behaviorally targeted network is still unknown to the public, the company plans to make known various participating sites in the near future

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