NetSeer and Mochila Partner on Brand Advertising

Ad-supported content syndication platform to enhance client offerings using concept-based targeting technology

NEW YORK – February 22, 2010 – Mochila, a content syndication technology platform and network, has entered into a strategic agreement with NetSeer, an ad technology company that determines user intent from a Web page with better accuracy and improved performance as compared to traditional search.

Under the terms of the agreement, Mochila has licensed NetSeer’s concept-based advertiser and publisher solutions.

NetSeer takes a unique scientific approach to identifying Web-derived “concepts” and then applying that knowledge to a single Web page. Using this concept-based approach, Mochila’s Ad Impact Platform (AIP) will serve content-based ad units that are more accurately tailored to the user’s immediate needs than ads targeted by context keywords. Mochila will enhance its AIP offering with this technology to deliver relevant ads within its already targeted content.

An additional component of the partnership will allow Mochila’s network to use NetSeer’s publisher solution. This solution provides ad-supported links that are both conceptually relevant to a site and link to associated search ads to drive further engagement with brand advertisers.

"Mochila is the world leader in content-based ad units and now, with NetSeer's groundbreaking targeting technology, we will greatly enhance our ability to deepen engagement with a brand and reach highly relevant audiences," said Benjamin Chen, Chairman and CEO, Mochila. "We are excited to offer our clients new ways of monetizing content and expanding advertising opportunities."

The Ad Impact Platform will enhance the advertising it displays on the Web sites of its partners via contextual and behavioral targeting. Mochila's portfolio of products, which includes its sponsored sections and widgets, provides a unique, customized branding experience by packaging premium content with top-tier advertisers.

“Concept-based advertising is a very fresh take on targeted advertising,” said John Mracek, CEO of NetSeer. “Entering into a partnership with a leader like Mochila presents both companies with the unique opportunity to combine personalized content and advertising in a new and exciting way. The power of this combination benefits all members of the online advertising ecosystem and, most notably, consumers."

Source: NetSeer