’s Ad Roster Grows

Twelve new advertisers, including Sun Microsystems, Sprint and Sybase, have signed on with ING’s, the online version of the weekly technology news publication, the site said today. The flurry of new advertisers comes just three months after InfoWorld introduced its latest online ad offering: KnowledgeLink, powered by RichLink technology.

When advertisers use the new offering, visitors to the site can click on highlighted key words or phrases within the editorial content that open smaller pop-up boxes with more information on that particular topic–as well as on an advertising sponsor.

For example, in a story on the purchase of IBM’s optical unit, the word “telecommunications” is highlighted and underlined. If the user clicks on it, the box that pops up contains additional news and information on telecommunications as well as a note from new advertiser Sprint that reads: “Advertising Content: Sprint Global Data Solutions: Get special offers on Sprint data products!”

RichLink technology was developed by Sentius Corporation, a Palo Alto, Calif.-based Internet software and services business.