Google on Thursday said that Lycos Europe licensed use of its new content-targeted advertising program, in another partner win for the search service. Under terms of the deal, Lycos Europe will display ad text links sold by Google within its 4 million community pages, Lycos Tripod.
With its content-targeted program, which launched earlier this year, Mountain View, Calif.-based Google lets advertisers bid on keywords that might match the content of a Web page. To do this, it uses technology to analyze a Web page and boil down its meaning in relation to a keyword. An advertiser's link might appear on a matching page. Google has already signed up several Web publishers to display such ad links, including Knight Ridder Digital. Lycos will use the service for home pages in the United Kingdom, Germany, France, Denmark, Italy, Netherlands, Spain and Sweden.