• by Shankar Gupta , November 6, 2006

Online syndication service Mochila today is expected to announce a new ad product that allows marketers to package their ads with specific articles on publisher sites.

The company, which came out of stealth mode earlier this year, serves as an online bazaar for photos, articles, video and other content, available for sale on an a la carte basis. Publisher partners include CNET, the Associated Press, Hearst Magazines, New York Magazine, and the L.A. Times/Washington Post News Service.

The newly launched ad model allows advertisers to select specific articles or series of articles to advertise alongside. When publisher sites purchase that content, the sites can opt to receive pay-per-click ads to go with the content. If the publisher site chooses to take the ads, they receive the content for free, in addition to sharing the revenue on the ad with the publisher site and Mochila itself.

Mochila CEO Keith McAllister said the model aims to cut down on click fraud, since all members of the network are vetted before being admitted. "Because Mochila's membership is closed, the problems of click fraud are reduced almost to zero, because you know who you're working with," he said.

To provide initial ad inventory, Mochila has partnered with three major online advertising networks--24/7 Real Networks, Quigo, and Tacoda.