Knight Ridder Joins Google Ad Program

Posted Tuesday, March 11, 2003 12:00 am

By: Carl Sullivan Knight Ridder Digital of San Jose, Calif., is a charter participant in a new advertising program run by Web search leader Google of Mountain View, Calif.

Google will identify the topics discussed on publishers' Web pages and automatically serve small text ads that are relevant to the content. So a news story about personal computers might be accompanied by sponsored links from Dell or other vendors. On Knight Ridder's sites, the ads will run in a tower position on the right-hand side of Web pages.

The program is an expansion of the paid listings that appear on Google's search pages and on the archive pages of other sites such as NYTimes.com. For an example, type in "home stereo system" in the search box at NYTimes.com.

Last month, USAToday.com was running a beta test of a similar competing service from Applied Semantics of Los Angeles and Overture Services of Pasadena, Calif.

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Knight Ridder Joins Google Ad Program

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