Snap.com Puts Hyperlinks in Context

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LOS ANGELES Expect more hyperlinks to become ad vehicles in the near future.

Snap.com, a three-year-old Pasadena, Calif.-based search company founded by paid search pioneer Bill Gross, is adding “contextual” ads to its network of Web-site previews. When a user moves his or her cursor over a Snap-enabled hyperlink, a call-out box pops up that looks like a comic-book dialogue bubble. That box will now include a sponsored text link or banner ad.

About 2 million Web site operators, such as TechCrunch.com



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