SAN FRANCISCO Keyword advertising firm Vibrant Media has added 210 publishers to its IntelliTXT network since April, when it became generally available, a company representative said Tuesday.
The technology was in the news last week when Forbes.com said it was removing the links from its news stories [Adweek Online, Dec. 2]. Editors at the online business magazine said the links blurred the line between advertising and editorial content, according to sources.
Vibrant Media, based in San Francisco, said that it has had Forbes.com as a client since August, and the site still uses the IntelliTXT links on company profiles and tear sheets, which are not considered editorial content.
IntelliTXT ads require the reader's interest to generate, the company said. When a user rolls his or her mouse over a green, double-underlined word, a small ad pops up that relates to the copy.
Vibrant said its new clients include Entrepreneur.com, MedicineNet.com, IDG Entertainment, Rotten Tomatoes, Askmen.com and Stock House Network, bringing the total number of publishers to 330. The overall use of the pay-for-performance advertising has nearly tripled during the same period, the rep said.
Doug Stevenson, CEO of Vibrant Media, said the company has had a strong year and continues to work with Forbes.com.
"The Forbes.com decision is an important and very positive one for us because it demonstrates that IntelliTXT can play a role on every major content site, even if it doesn't appear in every area of every site."
MedicineNet.com has been a Vibrant partner since July and has had no negative feedback on the ads, said David Sorenson, vice president of marketing.
"We've been very happy with Vibrant," Sorenson said. "We are very aware of health and medicine and very in tune with our viewers."
He added that MedicineNet.com limits the number of ad links to five per article.