Daily Express strikes deal for pay-per-click advertising
Express Newspapers, owned by Northern and Shell Group, have partnered with search technology company Adprecision to sell contextual and search advertising directly to advertisers across its websites.
The newspaper group signed a two-year contract with Adprecision, to use its AdTarget system across several of the group's websites.
It will be trialled on a travel search engine and then rolled out across http://www.express.co.uk, http://www.dailystar.co.uk, http://www.ok.co.uk and http://www.dailysnack.co.uk.
The technology allows the websites to create their own vertical market pay-per-click search engines, giving them control of the publisher and advertiser relationship, ad formats, ad rankings and ad rates.
It also enables each advertiser to submit regular automated product feeds of their inventory directly into the ad library to be searched.
Richard Avery, internet controller at Northern and Shell Group, said: "We're delighted to be able to offer our advertisers an integrated advertising proposition and to provide our readers with first class and highly targeted travel information and services."
Separately, IPC Media has also signed an agreement with Adprecision to use the same technology on its TVTimes holiday destination website, entitled myholidayideas.com.
Alasdair Cross, Adprecision commercial director, said: "Like other publishers that we talk to, IPC Media wanted the freedom to sell their own search and contextual classified advertising directly to customers. Our technology has allowed them to build a travel vertical advertising market, giving them the control and revenue they need."
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