Consumer magazine giant IPC is to run a pilot project with AdPrecision to test a new travel vertical search engine using pay-per-click advertisers.
The scheme, known as the AdTarget Publisher Search Engine, will use existing classified advertising from IPC’s television and gossip title TVTimes to create contextual and search advertising leads on its sister travel site, MyHolidayIdeas.com.
IPC advertisement director Chris Templeman said: “Adprecision’s technology enables us to extend our long-standing relationships with advertisers onto MyHolidayIdeas.com.
“The technology also delivers highly relevant advertisements targeted to our users’ interests, leading to increased site loyalty and satisfaction.”
The deal follows similar high profile partnerships for AdPrecision with the Telegraph Media Group for its flagship website, Telegraph.co.uk, and the recently relaunched website for the Daily Express, Express.co.uk..
Adprecision commercial director Alasdair Cross, added: “Like other publishers that we talk to, IPC Media wanted the freedom to sell their own search and contextual classified advertising directly to customers.
“Our technology has allowed them to build a travel vertical advertising market giving them the control and revenue they need and providing a valuable user experience.”