Contextual Advertising Enters New Era

Firstlight Online’s capacity to implement precision targeted technology is once again paying off for its clients.

The firm’s Editorial Related Advertising solution (E|R|A), which started life on the largest political website in Europe, has now evolved into the leading contextual advertising solution for many of the world’s biggest online publishers.

“This is something we’ve been at the vanguard of for six years now,” Director Brett Bailey says. “So the structure was always in place for the product to evolve from a political windfall into a commercial one. Forbes early adopter attitude to the internet made them the perfect partner for Firstlight.”

In the last five months, other companies in New York and London have followed suit. Publishing companies now using E|R|A include Forbes.com, The British Medical Journal, CMP Media, Penton Business Media, Reed Business and Neilsen Business Media to name a few.

“Most of the world’s largest B2B publishers are current clients and many prominent consumer publishers are about to become customers too.”

ERA is a turnkey white label solution that gives publishers the ability to provide contextual advertising to their existing advertiser base. E|R|A is extremely accurate non keyword technology.

“Having the right technology is just one half of the solution” says US CEO Mark MacDonald. “We provide publishers with a take to market strategy they need, and their advertisers with the business model they want”

The advantages of Editorial Related Advertising ensure quality targeted linking to editorial, though Bailey is quick to point out that “E|R|A complements Google and other keyword related advertising products and does not compete with them.”

According To John Lerner EVP Digital Strategy Nielsen Business Media:

“By providing the technology, service and sales support that works for our Publishers and our advertisers, Firstlight has proved themselves to be a true marketing partner.”

ENDS

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