Newspaper publisher McClatchy Company and local online ad tech firm WebVisible have deployed SearchMax at The Miami Herald as a follow up to its deployment at the Star Tribune in Minneapolis-St. Paul.
WebVisible announced its SearchMax product will be available for Miami Herald clients. The company discussed more about SearchMax and its run in Miami/Dade and Broward County in South Florida:
“Much like the yellow pages publishers, newspaper publishers are looking to expand their interactive product offerings to their advertisers and they want to do it overnight,” said WebVisible CEO Kirsten Mangers. “We see our technology as a solution to the rapid deployment and distribution of interactive advertising in scalable quantities.”
WebVisible will distribute local business ads across its search engine network for Miami Herald customers at a measured rate, allowing The Miami Herald to offer annual packages across a variety of budget options.
SearchMax takes over the task of self-provisioning ads across search networks. E-commerce and other sites working with the service can have their ads appear on a variety of search engines, including major sites like Google, Yahoo, MSN/Live.com, and Ask.com.
As we have noted many times, local online advertising promises to be a growing, multi-billion dollar arena that all of the ad companies want to join. Borrell Associates forecasted a $7.7 billion market in 2007 for online local advertising.
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David Utter is a staff writer for murdok covering technology and business.
