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Technology / Data Centre

Vibrant signs deal with ITV

Vibrant has signed a year-long deal with ITV, a commercial television network in the UK, to provide in-text services across its portfolio of online properties including www.itv.com, www.friendsreunited.com and www.itv-f1.com.

Vibrant said its in-text services offer both advertising revenue through Vibrant In-Text Advertising and editorial services through Vibrant Related Content. Vibrant In-Text Advertising highlights words and word phrases within premium web content. These words act as triggers, displaying relevant advertising when a user mouses over the word or phrase of interest. The ad, often video, is only activated once the user hovers over the word, and the advertiser is only charged when the user clicks on the ad itself.

In addition to providing in-text advertising, Vibrant is expected to work with ITV to provide Vibrant Related Content, an editorial tool which is reported to offer an automatic hyperlinking system to surface an additional layer of information to editorial hyperlinks. These links could include the websites related articles, video, music and images. Clearly differentiated from Vibrant’s In-Text Advertising product which use a double-underline, these links mirror the style of the publisher’s own editorial hyperlinks with a tiny magnifying glass icon to indicate that further editorial information is available, added Vibrant.

Craig Gooding, co-founder and CCO of Vibrant, said: ITV is a great addition to our growing list of 3,500 of premium publisher websites offering Vibrant In-Text Advertising. We also look forward continuing our rollout of Vibrant Related Content in the coming months and working closely with the ITV to surface valuable content from their editorial archives.

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CBR Staff Writer

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