Interactive Local Media Advisory
LookSmart Looks Beyond MSN to Bid-for-Placement
Greg Sterling , 10/13/2003
Last week, LookSmart made two announcements, one "good" and one
"bad." MSN has declined to renew the paid search provider's agreement
and will no longer be distributing LookSmart's paid inclusion listings
after January 2004. Simultaneously however, the company, which also
owns search engine WiseNut, has launched a new pay-for-placement
sponsored listings program that borrows "best-of-breed" elements
from both Overture and Google's performance-based ad products.
tried to make its new product very simple for its existing 30,000
advertisers to try, and simple to use as a way to attract new customers.
The company is also looking closely at "local" and trying to find
ways to tap the large, underserved small-business market. The immediate
challenge will be to retain its current advertisers and find additional,
high-profile distribution to replace MSN.
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