In-text advertising company Kontera has just landed $7 million in funding from Sequoia Capital and Lehman Brothers. “Beyond the user’s search activities, the best way to figure out the user´s intent is to analyze the content he or she is consuming.” said Yoav Shaham, Kontera’s founder and CEO in a statement.
Unlike banner ads, Kontera’s ContentLink technology turns specific keywords within the content of a Web page into PPC links ads. The scheme is designed to increase ROI by putting ads directly in front of a website visitor’s eyes, but it also allows publishers monetize the areas of their pages that can’t display traditional banner ads because they’re filled with content.
“ContentLink uses sophisticated algorithms to analyze the content in real-time, figure out the intent of the user on that page, and identify and serve immediately the best keyword-to-ad match available from within Kontera´s publisher & advertiser network. And not only is the ad mapped to the user’s immediate frame of mind, but it is also 100% user-initiated. They either mouse-over or not,” added Shaham. “This round of funding will aid Kontera as we grow and become the de facto In-Text Advertising Solution for online publishers, advertisers and users.”