• by Paul Gough , December 16, 2003

LookSmart will combine its sponsored listings with another paid-search product, LookListings.

The San Francisco-based company said this morning that the enhancements will make it easier to buy highly targeted search traffic from LookSmart's distribution network. Bid-for-placement and paid inclusion will be together in the one offering, LookListings.

Company officials say that the development means that you can use the two targeting strategies in one product, instead of having to buy two.

"This means greater control, convenience and potential cost savings for businesses," said Jason Kellerman, LookSmart's chief executive officer. "For LookSmart, it instantly catapults us into a stronger position in the $2 billion per year sponsored search market."

LookListings will be distributed through CNET, Road Runner, InfoSpace, Cox Internet and LookSmart.com, among others.

--Paul J. Gough