Vibrant Media, a contextual keyword advertising company, announced the availability of a new product, IntelliTXT. Vibrant's product allows users to generate contextual advertising that appears as highlighted links within the content of the site.
IntelliTXT works by highlighting "commercial text links from keywords appearing within pages of online content." Vibrant analyzes the content and then identifies the appropriate ad in relation to the text highlighted.
Currently, IntelliTXT highlights up to 5 words per page. By scanning the content, Vibrant is working to ensure that the ads are topical and contextually based. When a visitor mouses over the highlighted text, a small informational box appears with details of advertiser's product or service.
A critique from a MarketingVoxNews.com article discusses whether or not IntelliTXT is new and effective. "The 'new' ad technology (actually implemented several times in the past six years by other companies) turns certain sponsored words green and allows an ad to pop up when the reader rolls over the appropriate text."
The article goes on to say that the feedback for IntelliTXT has been "slightly, but negative, mostly concentrating on the fact that the ads wind up being completely irrelevant and distracting from the text."
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