• ClickZ, Tuesday, December 6, 2005 10:15 AM

Kanoodle is offering publishers money in exchange for letting the company distribute its targeting cookies throughout its ad network. The move aims to increase the relevance of Kanoodle's behaviorally targeted ads by culling user data collected outside of the Kanoodle network and adding it to the information contained in its network. Kanoodle already assigns users behavioral data when they visit certain pages in its network; that data is then added to the contextual data on the page they're visiting. The new program, which the company calls BrightAds, adds a third element, effectively allowing advertisers to reach more finely targeted, but smaller, audiences, which Kanoodle then charges a premium for. Many ad networks distribute cookies collected by individual publishers throughout their publisher networks, but this is the first time publishers--both outside and inside the network--will be paid for doing so. The publishers' cut will be 5 percent of the revenue generated from ads triggered by their cookies. Publishers do not have to serve ads to be part of the program; Kanoodle expects blogs and other small publishers to participate.

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