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The US-based website, About.com, has roped in Bengaluru-based online ad network company, Ozone Media, as the exclusive ad sales partner, in order to monetise its women-centric sections or traffic from India.
Ozone Media will be responsible for getting ads for About.com sections, such as Yoga.about.com, Contraception.about.com, Womenshealth.about.com, Exercise.about.com, Nutrition.about.com and Pregnancy.about.com.
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About.com is a 13-year-old portal, which was acquired by The New York Times Company for $410 million in March 2005. The New York Times Company publishes more than 50 websites, including NYTimes.com.
About.com deals with original articles related to travel, cooking, technology, hobbies and also releases product reviews.
According to the data available on online audience monitoring website, Vizisense.com,
About.com received about 2.8 million unique users in September 2009 from India. Moreover, 23 per cent of About.com users in India are females.
Ozone Media's tie-up with About.com is actually a part of the launch of a women's advertising vertical by the ad network. Ozone Media has branded the women's channel as Eva.
Speaking to afaqs!, Kiran Gopinath, founder and chief executive officer, Ozone Media, says, "Apart from About.com, we have also tied up with eight other websites, including TarlaDalal.com, IndusLadies.com, IndiaParenting.com, SanjeevKapoor.com and Evesindia.com."
For the record, IDG (International Data Group) Ventures India invested an undisclosed amount in Ozone Media in April 2008. The ad network plans to launch an online video ad network as well.
An ad network connects advertisers and publishers. It ties up with advertisers and enables them to get their ads placed on the sites where they expect their target audience to be available. It helps publishers by selling or serving ads on their site.
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