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Mochila Partners With NetSeer
Tuesday, February 23, 2010
Steve Cohn

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New York-based Mochila, the nine-year-old syndicator of advertiser-supported digital content, whose clients include the Associated Press, Reuters, American Media, Rodale, and Hearst Corp., entered into a "strategic agreement" Feb. 22 with Santa Clara, Calif.-based NetSeer, the three-year-old ad-technology company that specializes in determining user intent from a Web page. 

The process is called "concept-based" advertiser and publisher solutions, which, per the agreement, Mochila has licensed. Mochila's Ad Impact Platform, with the NetSeer technology, will, per the statement, "serve content-based ad units that are more accurately tailored to the user's immediate needs than ads targeted by context textwords."

Top Mochila executives have magazine backgrounds. President Carolyn Bekkedahl is a past American Media divisional president, editorial director Lisa Granatstein is a past Mediaweek magazine-beat reporter and Web editor, and VP/sales Mary Jo Romeo is a past publisher of Parents and Working Mother.  



 

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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