MIVA Debuts Inline Contextual Ads
MIVA is expected to announce today the global launch of a new contextual ad product that will embed links to pay-per-click ad within the text of a Web page.
MIVA Inline crawls publishers’ sites and adds hyperlinks to the content on the page. When users mouse over these highlighted links, a floating text box appears with an ad related to the content being viewed. Users can choose to click on the ad or continue browsing the site.
Filtering software and a team of human editors will make sure that keywords are not tagged in sensitive or inappropriate articles. Publishers will be able to customize the MIVA Inline implementation to suit the design of their Web sites, and to specify both the pages and the specific content that will be used to deliver ads on their sites. They can also decide whether hyperlinks are added at every appearance of a keyword or only in the first instance, and can specify number of unique keywords tagged on a single page — up to 20.
In addition to pay-per-click ads, MIVA’s technology will also allow publishers to include links to other areas of their network of Web content. Initially this feature will be available only to MIVA’s larger publishing partners.
The platform will let Web publishers who have maxed out their current ad opportunities find new ways to monetize their online content, says Seb Bishop, MIVA president and chief marketing officer. “Publishers have told me that they need to either remove content to create new real estate for ads or to invest time creating new pages,” he says. “This unique technology allows us to combine our search technology and our existing advertiser base in a way that can enhance the visitor’s experience.”
While other vendors such as Vibrant Media and AdBrite offer platforms that enable in-line contextual advertising on Web pages, Bishop says MIVA Inline is the first to offer both the technology and the ad clients and to base ad delivery on keyword crawling technology.
Bishop says keyword bid prices for advertisers will be comparable to those for the standard contextual ads on the MIVA network
MIVA Inline will be available in the company’s operating regions of North America, Europe and Asia
