• by Shankar Gupta , February 22, 2006

Local directory site WhitePages.com is currently testing a new geographical targeting option for advertisers.

The feature, dubbed "geo-destination targeting," combines IP-based targeting--a very common technique that allows advertisers to target ads based on the location of a user--with information about the city a user is searching for. For example, if a user in San Francisco is searching for an address in Austin, Tex., WhitePages.com can target airline ads advertising cheap fares from San Francisco to Austin. "It just allows advertisers to target more effectively," said Susie Kang, WhitePages.com's senior vice president for consumer services. "They may be able to use that information to show a better advertisement."

The test, which began in the fourth quarter, is slated to continue until the end of March. So far, WhitePages.com is shopping the option to travel, telecommunications, and dating marketers. Kang added that the company is waiting to collect more data and see how agencies and advertisers react before officially launching the product.