Google and Switchboard Introduce Content-Targeted Advertising on Yellow Pages
Switchboard To Integrate Relevant Content-Targeted Advertising Into Local Search With Google AdSense
WESTBORO, Mass., July 18 /PRNewswire-FirstCall/ -- Switchboard Incorporated (Nasdaq: SWBD), a leading provider of
directory technology and online yellow pages solutions, today announced an agreement with Google, developer of the largest
performance-based search advertising program, that integrates content-targeted advertisements through the Google AdSense
program into the Switchboard Yellow Pages. As one of the pioneers of local search, Switchboard provides a highly optimized
platform for integrating content- targeted advertising with local content. In addition, Switchboard will share in the revenue
generated when their users click on Google advertisements.
Using Switchboard's enhanced merchant information -- rich data about a businesses' product and service offerings -- Google
will serve relevant content-targeted advertisements on yellow pages results and a variety of other pages throughout the
popular online directory. The alliance will provide Google's advertisers with broad exposure to Switchboard's more than 5
million unique online users executing local searches each month.
"Content-targeted advertising has been typically targeted at editorial and informational content. With Google AdSense, we are
moving content-targeted advertising to a new level of performance and relevance, because Switchboard's users are ready-to-
buy," said Dean Polnerow, president and founder of Switchboard Incorporated. "Our extensive local merchant content and the
local orientation of our users' searches provides Google with a unique opportunity to target content-targeted advertising on our
local business search results pages."
"Switchboard's extensive local content enables Google's advertisers to reach a very targeted audience through relevant yellow
pages results," said Omid Kordestani, senior vice president of Worldwide Sales and Field Ope