Contextual and search ad network Kanoodle has acquired the domain name services business Moniker, which it will operate as an independent unit, the company said Tuesday. Kanoodle also said it has
reorganized and renamed itself "SeeVast."
SeeVast will operate three business units-- Kanoodle, which manages search keyword-targeted advertisements, Pulse360, a newly created unit
which houses the old Kanoodle's content-targeted ad business, and Moniker.
Lance Podell, company CEO, said the Moniker acquisition will help the company get at businesses early in their Web
strategies, at the domain-name level. "It's an opportunity to get to people early down the chain when they are starting to think about what their domains will be, and ultimately help people monetize
those domains with sponsored links," he said.
Podell added that the firm aims to create new business units to handle other aspects of Web marketing in the future, possibly even moving into
content-creation. The financial terms of the Moniker acquisition were not disclosed, and Moniker's management will retain their positions, reporting to Podell. The acquisition was finalized last
month, Podell said.