To beef up its brand advertising offerings, About.com is the latest online publisher to launch a sponsored content unit.
The 19 year-old company has launched IDEA Studio to match intent-driven searches with content that delivers a relevant platform for advertisers. IDEA stands for Intent. Data. Expertise. About.
For example, About.com says that its team of data scientists can look back at its seasonality data to determine the time of year users look for information about flu season, and how queries evolve throughout flu season. They can then create sponsored content based on what people are searching for or match them contextually against some of the more than 3.5 million articles already published on the site.
Idea Studios launches with a team of eight who came from USA Today, WebMD and other content properties. The team will work with brands to develop custom content, and an in-house production studio in New York can create custom video for brands.
Participating brands already include Disney, Symantec and Walgreens.
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