Marchex Launches Contextual Ad Center on Open List

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It has been announced today that Open List, a search technology and user-generated content platform that offers targeted aggregation of vertical and local content, will now feature a locally targeted contextual advertising center powered by IndustryBrains. The addition of the advertising center will allow advertisers to bid for advertising placements on specific Open List categories and locations. Open List has traditionally focused on the travel vertical, but plans to extend into additional verticals, as well.

Peter Christothoulou, Chief Strategy Officer at Marchex, which owns both Open List and IndustryBrains, said in a statement, “We believe that locally targeted paid search advertisements are, and will continue to be, a major growth driver in the overall paid search market in the coming years.”

He feels that the launch of the contextual advertising platform marks the beginning of efforts to integrate locally-focused advertising across the Marchex network of websites. “Furthermore,” Christothoulou added, “as we expand Open List into new categories outside of travel, we will expand our contextual advertising center to offer advertisers an even broader base of locally targeted, vertical advertising opportunities.”

Within the new contextual advertising center on Open List, advertisers sign up directly on Open List to place locally targeted ads on the site via a self-serve account management system. Advertisers can purchase ads on local pages, category pages, or hybrid local and category pages. Some hybrid local and category pages currently available for advertisers on Open List include restaurant and hotel listings in Boston, Europe, Las Vegas, Los Angeles, Miami, New York, and San Francisco.

Open List’s content includes product and service descriptions, ratings, third-party reviews, proprietary user-generated reviews, articles, and other information. With the addition of the contextual advertising center, Marchex will continue to integrate Open List into its network of 200,000 websites.

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