Three British newspaper giants are taking up--or furthering their involvement with--the popular practice of placing relevant, search-based ads on their new media properties. The Financial Times, Guardian Newspapers and Independent News and Media have signed deals with Overture Services, a Yahoo subsidiary, to use its Content Match product. Content Match listings will surface on all channels of the Guardian Unlimited Web site (it already employs them on its Travel and Money channels) as well as on the Observer site and on several areas of FT.com and the Independent and Belfast Telegraph sites.
Earlier this month, Yahoo and Googleinvolving the companies' competing paid search services with Google agreeing to license several of Overture's patents.
Sylvia Carr of Silicon.com reported from London.