SOURCE: ContextWeb

November 19, 2008 09:57 ET

ContextWeb Launches New Spanish-Language Contextual Targeting

First Step in Expanding Targeting Capabilities to Fast-Growing Markets

NEW YORK, NY--(Marketwire - November 19, 2008) - ContextWeb, Inc., a leading contextual advertising company and operator of the ADSDAQ Exchange, today announced that it has developed and implemented the ability to target Spanish speakers through its category and keyword targeting technology. With the ability to serve marketers that want to reach Spanish speakers on Spanish-language sites or audiences on English-based sites that attract large Hispanic audiences, this is the ADSDAQ Exchange's first targeting beyond English.

To run the new operation ContextWeb has hired Time Warner's Joe Kutchera as Director of Spanish-Language Markets.

"eMarketer, in a new study estimates that 52% of Hispanics or 23 million Hispanics are online and will grow to 29 million by 2012. With this market growing so quickly, marketers need new targeting tools and media platforms to reach this audience and keep their own businesses growing," says Mr. Kutchera. "With multiple countries of origin and degrees of acculturation, it can be a challenge for marketers to reach the fragmented U.S. Hispanic audience. ContextWeb can now provide targeted, brand-safe inventory on a vast scale through page-level contextual placements in Spanish across the ADSDAQ Exchange."

Prior to joining ContextWeb, Mr. Kutchera built a number of Time Warner's interactive properties including Warner Bros. Online, This Old House Online, Fortune, CNN Money and Time Inc Mexico's CNN Expansion, Chilango and Quien.

"We are very pleased to have Joe on the ADSDAQ team," says Anand Subramanian, ContextWeb, Inc. CEO. "Internationally, we already have a very successful, growing operation in the UK. We will continue our global expansion by offering advertisers targeted, page-level placements in Spanish, starting domestically with U.S. Hispanics, then in Mexico and eventually all of Latin America. We are excited about the value proposition that this brings to the marketplace, since our contextual targeting is a first among Spanish-language networks. In addition, this is a milestone for ContextWeb -- the first time in our history that we are supporting another language."

In the U.S., ContextWeb will offer U.S. Hispanic marketers:

Spanish-language contextual banner placements
Spanish keyword targeting (with geo-targeting to Hispanic population
Retargeting from Hispanic micro-sites
Behaviorally targeted banner placements to Spanish readers on English-
language pages across the ADSDAQ exchange

In Mexico, ContextWeb will offer:

Spanish-language contextual banner placements
Spanish keyword targeting
English-Language contextual and keyword banner placements targeting a bi-
lingual, college-educated audience to Mexican IP addresses
Retargeting from micro-sites

"Our contextual technology creates great value for both advertisers and publishers," says Mr. Subramanian. "Our big advantage is the ability to understand the meaning of Spanish-language pages to assure they are a good, brand-safe match for an advertiser's message and offer this at significant scale."

ContextWeb, Inc. ( was founded in 2000 and launched the ADSDAQ Exchange in 2005. It is the only online exchange where both buyers and sellers have complete control. The exchange's patent-pending, page-level contextual technology offers buyers efficient pricing and extensive reach, making inventory on the exchange "brand-safe" and comparable to a site-specific or portal buy. The ADSDAQ Exchange ranks among the top 25 ad-supported properties, according to comScore Media Metrix, and reaches +113 million monthly unique visitors (October 2008). The exchange includes more than 400 buyers, including all of the top 10 marketing organizations, and more than 8,000 sellers. In 2008, Deloitte's New York Region Technology Fast 50 recognized ContextWeb as the 16th fastest growing company in the New York area. The company's investors include leading venture capital firms Draper Fisher Jurvetson ("DFJ"), DFJ Gotham Ventures, Updata Partners, Investor Growth Capital and Gold Hill Capital.

Contact Information

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    George Simpson
    George H. Simpson Communications
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