Local paid-search service provider Interchange on Wednesday unveiled new enhancements to its Local Direct search platform. Local Direct debuted in March; it is a service for Internet Yellow Pages
(IYP) sites and Yellow Pages publishers combining a contact listings database with paid-search technology. The technology allows publishers to sell cost-per-click (CPC) advertising to advertisers
under their own brand name. Interchange's Keyword DNA technology powers Local Direct; it maps billions of keywords to over 10 million U.S. business listings. The new enhancements let people receive
search results via e-mail, search for products and services near U.S. landmarks, and automatically direct in-state searches cities with the highest population density.
