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interactive local media


Interactive Local Media White Paper

Switchboard, Dex Deals Signal IYP 'Next Wave'
Charles Laughlin,Greg Sterling , 7/22/2003

Issue: Two Deals Signal Advances in Delivering More Content to Users

News: Internet Yellow Pages (IYP) and platform provider Switchboard Inc. announced late last week that it would be distributing Google's new content-targeted ads on its site. The Google program "AdSense" attempts to match Google advertisers to relevant content pages on partners' sites. When users of those sites click on the ads, Google pays the partner.

While Feist.com has added Google to its IYP site as an enhanced search feature, Switchboard is the first U.S. IYP to announce a substantial partnership with the search provider. In April, European online and print directory publisher Eniro AB announced a partnership with Google, moving Eniro's general search solutions to Google's search technology. Eniro also promised an "evaluation of future business opportunities," which include Google advertising programs.

Another deal, announced yesterday, signals a recognition by at least one major U.S. publisher that it must begin leveraging one of its key assets: the content within Yellow Pages display advertising. Denver-based Aptas Inc. announced an agreement with Dex Media to supply Dex with its Ad Knowledge Services to enhanced search results on QwestDex.com, using content from Dex print ads.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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