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Miva Goes Contextual

Posted on 2.27.2006

Performance marketing provider Miva launched a contextual advertising program (currently in beta) which will enable publishers to determine whether a web page should use Miva's contextual engine to dynamically serve ads based on page content, or manually select keywords to match ads to content and/or visitor demographics.

From the BusinessWire release:

"MIVA's automated contextual offering is another example of how the Company is leveraging its technology investments to meet the rapidly evolving needs of advertisers and publishers," said MIVA Chief Operating Officer, Peter Corrao. "MIVA is continually developing solutions designed to give our global publisher-partners a powerful asset - the ability to deliver highly verticalized results at a favorable price through superior targeting and inventory management. At the same time, we are helping advertisers achieve better results for their keyword campaigns to attract more qualified leads."

Miva's contextual offering joins other major providers solutions, led by Google Adsense, Yahoo Publishers and a slew of other solutions from companies like BrightAds (Kanoodle), Quigo (AdSonar), AccessoryAds (7Search) and other smaller providers. Miva's approach to the contextual craze is certainly a unique and welcome response to Web publisher demand. Delayed, but unique.

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