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Ask-Sendori Direct Navigation Deal

Posted on 1.21.2009

TechCrunch has reported that Ask Sponsored Listings (a division of Ask) has acquired Sendori, a provider of direct navigation advertising technology.

For those not familiar with direct navigation (read this article on direct navigation published by Website Magazine several years ago) it's a way for advertisers to purchase type-in domain traffic and bypass advertising networks. More importantly though, direct navigation is a way for domainers to monetize on the domains they have in their domain portfolios - and they are the ones that were really winning (something that TechCrunch failed to mention).

The interesting thing about the development  is that several second-tier networks privately rebranded the Sendori solution for their advertisers over the past 24 months. The impact on these networks once they learn of the acquisition will be that they will essentially stop using the service. When advertisers leave the network, bid prices will drop, and my guess is that the acquisition won't be nearly as attractive as it once was as a means to drive revenue for IAC.

The traffic for advertisers was nominal in quantity at best, often untargeted for the premium that was being charged by the company, and converted poorly on top of it all.

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