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UK technology company announces world first - technology that enables an online ad to show relevant content automaticallyConnextra, the internet software company, announces today a major breakthrough in e-commerce advertising with the first commercial use of its technology to produce contextual advertising automatically.Connextra's unique technology automatically reads the web page the advert appears on and automatically places an offer from the online advertiser within the ad space, enabling contextual advertising to become easy and widespread for all e-commerce advertisers. The implications for e-commerce are significant, as it allows all ads and even affiliate buttons to show live products and service within ads, making hem not only relevant but also properly interactive for the first time in the Internet's history. The ad is being used in a trial for www.worldres.com, the worldwide hotel bookings company, on the travel portal www.whatsonwhen.com. It will enable the ad space to automatically write the copy to match the surrounding editorial, dramatically increasing the relevance of the message in the ad and therefore the likelihood of consumers clicking on the button and purchasing online. For example, on Amsterdam page of the What's on When site, the Worldres button ad will now automatically show a direct link to their list of hotels in Amsterdam. The same technology then works on every page of the What's on When site, automatically showing the right links to match the cities and countries mentioned in the editorial. This innovative technology, ActiveAd, is expected to revolutionise the effectiveness of online advertising for the UK travel industry and Connextra is currently in discussions with many of the leading players to showcase their flights, hotels and holidays using adaptations of the technology that Worldres.com and What's on When have pioneered. The technology can be adapted for flights and holiday retailers
to show live, up to the minute offers in ad spaces where they
currently have to run static banner ads. The additional advantage
that ActiveAd brings is that when the potential customer clicks
on the offer seen, they are taken all the way to the specific
product page on the advertiser's web site, so they are at
the point of purchase, rather than at the home page, which
is what happens with current banner ads. Joel Brandon, of What's on When, said: "Connextra's
new technology is a really exciting development for us and
for the rest of the online travel industry because it is so
good at automatically sorting the right products for the customer
from a large inventory, which is what many travel companies
have trouble with. Matching content to commerce is one of
the key drivers of e-commerce. The technical implementation
required is not only a huge drain on resources but is often
duplicated by many different affiliate sites. Connextra seem
to have come up with a way to match the product offering to
the content which should increase e-commerce revenues, something
in this climate we would all welcome!" David King Lassman, Co-Founder of Connextra, said: "Working
with two major organisations such as What's on When and Worldres.com
demonstrates the future and belief in the latest stage of
our proven technology. Our team was able to take on board
business and technical implications from both organisations
and consider these fundamentals while working with the technology.
We are all extremely excited about the project so far and
how it is going to grow and develop."
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