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August 31, 2010


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Hi Walter,

This is Jonathan from Kontera. Did you see the ad for HP Laser Jet printer? Personally I thought that one was really cool.

Speaking in general to your concern, comScore, the leading digital marketing research firm did a study of Kontera In-Text links and found that users actually find us one of the least intrusive forms of advertising. You can read more about the study here:

The reason Kontera performed so well is because our ads are 100% user initiated, meaning only if you scroll over the highlighted keyword will you even see the ad. We always make sure keywords containing ads are double underlined, so they're not mistaken for something else.

Another reason Kontera have been embraced by users is because of our exclusive ad inventory. Aside from the cool HP campaigns, we also work with such popular brands as Microsoft, Kraft, L'Oreal, National Geographic, Domino's Pizza, Ford, and more. These premium, often Rich-Media ads are the most visually creative, offer the best possible CPC, and are only available through Kontera.

If you love advertising, I think once you get used to double underlined keywords, there's a lot you're going to like about Kontera.


- Jonathan Cohen
Kontera Community Manager
[email protected]


Thanks for stopping by and addressing my comments. While I see the value of the targeted ads, I still find them to be intrusive when they appear without warning obscuring the text I am attempting to read. I think they would be better if the cursor would have to hover over the key words for more than a quick pass so that they would not pop up when I simply move my cursor across the screen.

-Uncle Walter

On this, UW and I don't share the same vitriolic opinion. While I'm not a fan of in-text ads, I DO find them less-intrusive than other types. For instance, when I go to a particular site to look up song lyrics, the entire screen is obscured by an ad. At which point I have to FIND the little x before I can close it, and it often takes several tries before it closes. I do think it would be helpful if the ad would appear only after prolonged exposure, as opposed to a single pass. More than anything, though, having the ads close down quickly and easily would save a lot of aggravation and frustration!

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