Marchex`s Adhere is Here Ad Last - OpenList
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The most important aspect of Adhere is that it provides a single source for quality local, national, and vertical traffic. The term vertical is basically synonymous with “specialized” in that vertical traffic, search, or websites focus on a specific kind of service. A vertical search engine, for example, can deliver results that the big search engines can't with some sort of elaborate keyword combination. Large search engines use a proprietary algorithm to create indexes of sites based on the words contained in very large numbers of documents. Vertical search engines, on the other hand, search highly refined databases and create indexes centering around a specific topic.
OpenList is Marchex's vertical search engine designed to gather information on local businesses. It started off as a review site that pulled together reviews for local restaurants, hotels, and attractions before it was acquired by Marchex in May 2006. They then developed software to scour the web for reviews about local businesses and, after sorting out duplicate content, create an overall review that helps users better determine which business to patronize. Obviously, advertisers see vertical search engines, like Open List, as the gateway to users much more intent on buying than the average user of a large search engine.
OpenList can find information on every business in every city, giving advertisers the opportunity to reach any city in America locally. “Many of our clients are increasingly looking to build their brand awareness on a national level while leveraging that brand to drive transactions at the local level,” said Michael Lee, Director, Strategic Partnerships, DoubleClick Performics. “The ability to target premium publisher Web sites as well as vertical and local search sites in one source enables us to deliver additional quality traffic, at volume, to our clients in a very cost-effective manner.”
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