Marchex Unveils Ad Network
Online search and media publisher Marchex has launched an ad network to serve its library of 200,000 websites. According to Marchex, its network reaches tens of millions of unique users per month, and it is putting out the call for advertisers.
Marchex provides little content of its own and instead relies on Open List, its search and content aggregation platform which provides content for Marchex sites including product/service descriptions, ratings, maps, expert third-party reviews, user-generated reviews, awards, and other information. Niche, targeted domains include sites like debts.com, videocamera.com, and napavalleywine.com. Context-specific website content is presented in a website format, allowing users the opportunity to directly navigate to a particular website instead of having to search for it.
“Advertisers continue to seek out premium traffic and targeted search inventory beyond the incumbent top online search engines,” said Marchex president John Keister in a statement. “Direct navigation traffic is recognized to be among the highest converting online traffic sources available, and as we continue to build out the content on our Web sites, the Marchex Network will be an even greater source of qualified traffic for advertisers.” According to a January study by WebSideStory, direct navigation conversion rates are 4.23% higher than with other types of navigation, including search.
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